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The Gamestyle.com front page on July 14, 2011
|Slogan||Our Word, Your Guide|
|Type of site||Video game journalism|
|Content license||CC BY-NC-ND 3.0|
|Created by||Dean Swain
|Alexa rank||452,197 (July 2011[update])|
Gamestyle is a UK-based independent computer and video gaming website that was launched in 1999 by Dean Swain, under the name Dreamers128.
Gamestyle covers video game software reviews, previews, news, and other information. After starting out on its own, Gamestyle was linked with a small American media network called FanGen. Later, Gamestyle broke free of FanGen and merged with fellow independent site GameHub.
To date, Gamestyle remains independently operated.
Launched in 1999 by Dean Swain, the site focused exclusively on Dreamcast games, under the guise Dreamers128. Approximately a month after launch, the site rebranded to Gamestyle.co.uk, became a multi-format site, and began to cover all console systems - though coverage of other consoles was restricted to previews alone.
With sites of this stature somewhat of a rarity, Gamestyle was quickly tied to a small American media network named FanGen who covered running costs of the website. Under FanGen, Gamestyle turned to become a more humorous, 'punky' website which displayed images of semi-nude women on the front page.
The FanGen link remained until Gamestyle merged with another UK independent, GameHub. This merger saw an increase in visitors to the site, due to the popularity of GameHub. With each newer build of the website, Gamestyle progressively lost its attitude and tamed the humour in written articles.
To date, the site runs primarily on gamestyle.com and is now funded by Dean Swain, Dave Carlson, Matthew Cox and Jason Julier.
Main site 
Gamestyle's main page displays the latest news, reviews, previews, and links to areas for the following platforms: Xbox 360, Nintendo Wii, PlayStation 3, PlayStation 2, Nintendo DS, PlayStation Portable, Xbox, Nintendo GameCube and Game Boy Advance. Visiting each console section shows a list of the latest articles, the most popular games on that console, and an index method for users to track down games of interest as quickly as possible.
The new version of Gamestyle launched on 11 April 2010. The main page was launched a few days earlier but the final release updated the review and preview hubs, allowing further searches and the highlighting of top scoring articles and random pieces from the archives.
Reviews and rating system 
Gamestyle has a strict review policy and they themselves believe their reviews to be trustworthy and unbiased, granting a fair review score. While none of the writing team are professionals, Gamestyle delivers new content daily on weekdays and also at weekends.
Their reviews were considered highly enough to be included alongside IGN and Electronic Gaming Monthly on Nintendo's UK marketing print campaign for Metroid Prime. These adverts were printed in numerous gaming magazines, on advertising hoardings across UK towns and cities and also online.
Gamestyle is constantly looking to evolve and improve the site. In March 2007 a new feature was launched that connected any posted news story, with a related topic in the forum. This allowed users to discuss events and offer opinions on breaking news in the world of videogames.
2008 version 
January 2 saw the launch of the latest version of the Gamestyle site. Then new modern, white look was a dramatic change from its predecessor.
On June 22, 2008 Gamestyle introduced its own blog. The aim of this extension was to attract new regulars to the site and provide an outlet for the whole team to provide extra comments on their reviews or gaming news. The blog is an open forum for staff members to post about anything from films to their latest review.
2010 Version 
2010 Upgrade 
As of 1 November 2010, Gamestyle started coverage of mobile phone releases with Fruit Ninja being the first review. This date also marked its arrival on the Opera portal. The front end and forum were matched under the same banner design, allowing greater ease of navigation.
Retro Gamer Magazine Website Of The Month 
In issue 60 of the popular Retro Gamer magazine, Gamestyle received their website of the month award.
"Gamestyle has been around now for a staggering ten years and remains one of the most entertaining non-corporate gaming websites around. Featuring a thriving community, Gamestyle prides itself on its well-written and non-biased reviews and covers everything from the latest 360 and PS3 releases to the classics like Metroid and Football Manager.
Indeed, one of Gamestyle's greatest strengths is that it's able to offer something for everyone and as a result is a true gamer's website, with polite and enthusiastic forum members and a small core team of talented writers. Oh and if you fancy a giggle then look for the Project Zero/Fatal Frame review in their massive archive."
Gamestyle Offline 
Gamestyle also creates and hosts a downloadable PDF magazine. Now published on an infrequent basis, Gamestyle Offline is intended for the visitor to print their own copy for 'on-the-go'. Gamestyle maintains that download figures of each issue are promising, and are known to have worked with video game publishers such as Vivendi Universal to create special editions.
At the close of 2006 there are eleven issues of the magazine, three of which are special editions. Each issue contained content that one may not typically find on the main site, such as interviews with developers and features on specific subjects. Gamestyle has been known to publish reviews of various titles in Gamestyle Offline, before publishing them online, as a selling point of the PDF magazine.
As of January 9, 2008, Gamestyle began a five-part series called 'Gamestyle Offline: The Missing Issue'. This brought together the five remaining unpublished features that were intended for Issue 10 which was put together at the end of 2005 with the intention of releasing a new issue in early 2006. Number 10 was meant to represent a new start for the series, with a new look and a new issue editor but unfortunately the project never saw the light of day.
Gamestyle Live podcast 
The spirit of the Offline magazine has been carried onto a new format, the podcast. The show covers all the latest news, site developments, reviews, releases and some opinions. It is available via the website or one can subscribe with iTunes.
The Gamestyle forum now has over 1000 members, many who are regular visitors. While this number is smaller than other communities, it enables a more personal level of interaction between members, many of whom take part in meet ups to share their love of video games.
Owner: Dean Swain
Development: Matthew Cox (design) and Dave Carlson (implementation)
Editor: Jason Julier
PR Contact: Chris Thornton
Writers: Drew Middlemas, Bradley Marsh, Ben Gleisner-Cooke
Previous Staff: Adam Gulliver, Andrew Revell, Andy Lucas, Anna Ghislaine, Colin Whiteside, Dan Gill, Daniel James, Gareth Chappell, Garry Webber, Gopinath Chandran, Hanley, Tom Knowles, Usman Zia, Richard Meerman
Other previous staff writers for Gamestyle have gone onto further their career, include Garnett Lee of 1UP.com, Ollie Barder of The Guardian and Darren Jones, retro editor of gamesTM and Retro Gamer.
- "Gamestyle.com - Traffic Details from Alexa". Alexa Internet, Inc. Retrieved 2011-07-15.
- "Gamestyle Profile on GameRankings". Retrieved 2011-07-15.
- "Gamestyle Profile on Metacritc". Retrieved 2011-07-15.
- "Gamestyle Profile on Rotten Tomatoes". Retrieved 2011-07-15.
- "Gamestyle Offline". Retrieved 2006-12-11.
- "Garnett Lee on 1UP.com". Retrieved 2006-12-11.