Content marketing agency Moonrock today revealed its new games journalism website, Restart.run, an independent gaming website sponsored by major retailer Walmart. The new gaming site boasts game reviews, recommendations and interviews, with almost all articles featuring embedded links to the products described on Walmart’s website.

According to Moonrock, the site has a staff with a combined 40+ years of experience and focuses on social media presence and video content in addition to written articles on the site. Though Walmart sponsors them, Moonrock says the site remains independent, led by editor-in-chief Brandy Berthelson.

Frank Barbieri, Walmart’s VP of content and digital, told GamesBeat in an interview, “We continually strive to meet the gaming customer where they are and provide exciting items and solutions for them as part of our broad assortment. With our growth in online sales and same day pick-up and delivery form stores, we’re the fastest way most gaming customers in America can get video games consoles they love.”

Barbieri added, “We recognize that there are a lot of choices for the gaming and fandom customers – from where and how to engage online, events to attend and so much more. Our involvement with Restart presents an opportunity to contribute more than just selling gaming products, but to be part of a broader community providing engaging content and a great online experience.”

What Walmart brings to Restart’s readers

As stated, most content on Restart features embedded affiliate links to products mentioned on Walmart’s site. This is not Walmart’s first venture into the gaming sphere, with the company having most recently teamed up with Roblox to launch an e-commerce platform. Restart maintains an “ongoing relationship” with the retailer, but doesn’t earn a commission from its affiliate links.

John Benyamine, Moonrock CEO, said in a statement, “We created Restart.run to bring gamers the kind of content they can really trust—thoughtful reviews, real insights, and stories that actually matter to players, crafted by real people who care about games. Walmart’s sponsorship lets us dive deeper into what makes gaming incredible in a clean, ad-free presentation, all while keeping an independent voice.”

Barbieri echoed the sentiment, telling GamesBeat, “The Restart team has been fantastic to work with. As the Restart site grows by driving product discovery and engaging with the gaming community, Walmart will be there to support our customers by providing them with the products they want and love.”