Our friends over at cult film magazine Little White Lies have decided to launch a new title dedicated to the culture of video games called ‘Invert Look’. Recognising there was a gap in the market for a culture led take on video gaming, they expect the magazine to follow it’s big sister LWLie’s and gain a bit of a cult following. Editorial Director Matt Bochenski explains how the idea came about. “Videogames have long been ring-fenced as junk culture, relegated to a ghetto and populated by the slack-jawed adolescents of critics’ imaginations”, he says. “Whilst the videogame generation has come of age, and the medium is now both financially successful and culturally influential, you’ll see that videogame magazines have actually become stuck in a rut”. Bochenski explains that ‘Invert Look’ will have a focus on gaming’s cultural link with cinema, art, music and popular culture, rather than being tied to old formulas of news, reviews and previews, which already exist within passionate online communities anyway. He tells us the ambition is wider-reaching than the 14 year old kids that most of today’s magazines are aimed at. “We are going to write long form features about where games are right now, and hopefully that’ll speak to gaming’s new, more mature constituents” he continues. “We want to take the time to offer gamers something they can’t get online; such as real stories and in depth features by great writers about the areas where games and culture blur and intersect”. Invert Look kicks off with a 36-page taster issue inspired by the theme of Origins, the first full issue will launch in September.
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