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XGaming Channel G4 Reboots After Seven Years
Samson Amore is a reporter for dot.LA. He previously covered technology and entertainment for TheWrap and reported on the SoCal startup scene for the Los Angeles Business Journal. Samson is also a proud member of the Transgender Journalists Association. Send tips or pitches to samsonamore@dot.la and find him on Twitter at @Samsonamore. Pronouns: he/him

Back when the video game channel G4 TV launched on cable in 2002, Twitch was nine years away from existing and the concept of creating programming exclusively for gamers, by gamers was basically unheard of.
At the time, the channel captured an audience with popular shows like "Attack of the Show!" and "X-Play," a game review show with comedy skits, but it didn't last.
Originally created by former Disney president Charles Hirschhorn, G4 was a Comcast property that was eventually licensed out to Hearst Corp. but plans to integrate it into the company's Esquire lifestyle content fell through. By 2014, with ratings low and its fan base seen as too niche, cable providers began to drop G4 from coverage. It finally stopped airing in 2014.
Seven years later, G4 is back.
Just as streaming services have made advertisers rethink the value of so-called niche audiences, Comcast is resuscitating the channel. G4 hits screens as more and more people are playing video games (thanks in part to the pandemic, which caused people of all ages to become gamers during lockdowns).
The rising player base is also spending more, making the industry more valuable than film and TV combined. According to analysts at NPD Group, U.S gamers spent $13.3 billion in the third quarter this year, up 7% annually. That's the highest quarterly spend NPD's ever recorded, and it's on track to keep climbing.
G4 President Russell Arons
"G4 in its original version was almost legitimizing something that most people didn't even want to acknowledge, right, that gaming and fandom is a lifestyle and can be celebrated," G4 president Russell Arons said. "Fast-forward to today and there's a lot of outlets in that space, but the G4 approach is really… fun, irreverent, with an ensemble cast of really authentic personalities.”
G4 will bring back "Attack of the Show!" and "X-Play," for a reboot with their original hosts (Kevin Pereira and Adam Sessler). Actress Olivia Munn was originally an "Attack of the Show" co-host, but despite rumors she won't be returning for the reprisal.
Other shows in production at G4's Burbank studio include "Boosted," which will break down esports news and matches for casual fans, a show hosted by popular YouTuber Scott the Woz and a "Dungeons and Dragons" themed show called "Invitation to Party."
Arons told dot.LA the plan is to add more shows in the coming months "to really round out G4 As the place for gaming and fandom."
While the original G4 was carried on by NBCUniversal on cable, this new version is a hybrid of linear and online streaming content. It will broadcast a series of TV shows focused on gaming culture on cable channels including Verizon FIOS, Xfinity, Philo and Cox, as well as on YouTube and Twitch, which it has a multi-year promotional and commercial deal with. G4 currently has roughly 520,000 subscribers between its Twitch and YouTube channels.
G4's network is now owned by Comcast Spectacor — Comcast's sports-focused business arm which also owns an esports team, the Philadelphia Fusion.
G4 chief revenue officer Josh Cella told dot.LA the network plans to use that synergy to make content and ink brand deals focused on esports, which the original G4 channel never could before.
"To be a part of Comcast NBCU is obviously a major advantage for us," Cella said. "When we think about distribution and linear cable, that's going to naturally just inherently skew a little bit older, but there are tens of millions of gaming fans that fall within (an) older demographic that still have cable," Cella said. Where those fans are, even Cella couldn't pinpoint, but he knows they're out there.
Arons had ambitious predictions for G4's reach after rebooting. She said that at its peak, G4 recorded 65 million users, and it's expecting to launch to at least 70 million homes "because of that combination of linear and streaming." Arons added the network expects to add another 10 million households to its reach.
"I'm being conservative when I say that that 70 million figure is at launch, it could be much bigger," Arons noted.
Having a Twitch and YouTube presence is key for G4, but it remains to be seen if its audience will also tune in on actual televisions. A March Pew Research poll found that only 34% of Americans aged 18-29 get TV via cable or satellite TV, down 31% from six years ago. And less than half of people aged 30-49 are using cable — roughly 46%.
"When we think about distribution and linear cable, that's going to naturally just inherently skew a little bit older, but there are tens of millions of gaming fans that fall within (an) older demographic that still have cable," Cella said.
When G4 first debuted, its brand was a lot like MTV's awkward, geeky younger cousin – it attracted gamers by leaning into the stereotype that gamers were awkward and offbeat, and brought comedy to gaming content before most YouTube gaming channels did.
"The difference between now and the previous era of G4 is that there are a lot of brands that want to find their way in this space," Cella said. "I would tell you that it's not going to take us long to be profitable," he said, adding that he expects advertising to be "one of the main areas of revenue" for G4, which at first won't charge a subscription fee for content.
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Samson Amore is a reporter for dot.LA. He previously covered technology and entertainment for TheWrap and reported on the SoCal startup scene for the Los Angeles Business Journal. Samson is also a proud member of the Transgender Journalists Association. Send tips or pitches to samsonamore@dot.la and find him on Twitter at @Samsonamore. Pronouns: he/him
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Snap Says It Will Miss Earnings Targets, Slow Down Hiring
Christian Hetrick is dot.LA's Entertainment Tech Reporter. He was formerly a business reporter for the Philadelphia Inquirer and reported on New Jersey politics for the Observer and the Press of Atlantic City.
Snap warned on Monday that it will likely report lower-than-expected revenues and profits this quarter—a revelation that sent the social media firm’s stock price plunging by 30%.
“The macroeconomic environment has deteriorated further and faster than anticipated,” Snap disclosed in a filing with the Securities and Exchange Commission. “As a result, we believe it is likely that we will report revenue and adjusted EBITDA below the low end of our [second quarter] 2022 guidance range.”
The Santa Monica-based company was already bracing for another challenging quarter due to economic headwinds like inflation and Russia’s invasion of Ukraine, which it said have harmed the digital advertising market. Snap, which generates virtually all of its revenue from ads, is also still grappling with Apple’s decision to restrict how users are tracked on mobile devices.
As a result of the gloomy outlook, Snap is set to slow down on hiring. The company now plans to hire another 500 new employees through the end of this year, compared to the 900 employees who have already accepted offers this year and the 2,000 people it added over the last 12 months, according to The Verge, which cited a memo from Snap CEO Evan Spiegel.
“Our most meaningful gains over the coming months will come as a result of improved productivity from our existing team members,” Spiegel wrote in his note to staff.
Snap’s shares subsequently fell more than 30% in after-hours trading, to $15.71 as of 4:45 p.m. Pacific Time. The company’s stock closed Monday’s trading at $22.47—down 52% since the start of this year and 73% off its 52-week high in September. (Disclosure: Snap is an investor in dot.LA.)
Christian Hetrick is dot.LA's Entertainment Tech Reporter. He was formerly a business reporter for the Philadelphia Inquirer and reported on New Jersey politics for the Observer and the Press of Atlantic City.
Halsey Blasts Record Label for ‘Fake Viral’ TikTok Requirement
Kristin Snyder is an editorial intern for dot.la. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.
The singer Halsey has claimed that their record label is requiring TikTok momentum before letting them release new music, in comments that draw attention to the video-sharing app’s growing influence over the music industry.
In a TikTok video released Sunday, Halsey claimed the Astralwerks-Capitol label will not allow them to release their latest song until “they can fake a viral moment on TikTok.” Halsey played the song in the background as they said that “basically every artist these days” is stuck waiting for TikTok virality as they plan music releases. In a subsequent series of Tweets, Halsey said that their TikTok video ironically going viral has not yet resulted in a release date, despite the song having been ready for a month.
The response has ranged from people viewing the video as a disingenuous marketing scheme meant to gain sympathy to others expressing support for the musician.
“Our belief in Halsey as a singular and important artist is total and unwavering,” an Astralwerks-Capitol rep told Variety. “We can’t wait for the world to hear their brilliant new music.”
Other musicians have recently expressed similar complaints. Ahead of Adele’s 2021 album, the singer said she shot down her team’s request to share her new music on TikTok. But few in the industry have Adele’s reach, and artists like Florence Welch, Ed Sheeran and FKA Twigs have all taken to TikTok at their labels' behest.
In April, Lizzo released her latest single “About Damn Time” on TikTok with an accompanying dance; the audio has since been used in over 1 million videos on the app, while the song made it to no. 9 on the Billboard Hot 100 chart. Other music artists are using TikTok stars to promote their material, with singer Harry Styles tapping influencer Brittany Broski to take over his social media ahead of his recent concert.
As artists can now grow their audiences on social media without relying on traditional mainstream media, it’s clear that TikTok has disrupted the industry. Take Lil Nas X, who used the app to promote "Old Town Road" and was up for five Grammy awards this year. On occasion, a short singing clip can even lead labels to sign new artists, as was the case with Australian singer Peach PRC.
A viral moment on TikTok can also take an unknown song or music project to new heights. “The Unofficial Bridgerton Musical,” a passion project started on the platform, beat theater legend Andrew Lloyd Webber to take home a Grammy earlier this year. Having bought the rights to Universal Music Group’s catalog and launched a platform that would allow artists to monetize their music uploaded to the app, TikTok is certainly leaning into its industry impact.
Kristin Snyder is an editorial intern for dot.la. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.
Activision Blizzard Workers Win Union Vote
Samson Amore is a reporter for dot.LA. He previously covered technology and entertainment for TheWrap and reported on the SoCal startup scene for the Los Angeles Business Journal. Samson is also a proud member of the Transgender Journalists Association. Send tips or pitches to samsonamore@dot.la and find him on Twitter at @Samsonamore. Pronouns: he/him
Workers at Activision Blizzard subsidiary Raven Software won their labor union vote today—a move that certifies the first union at a major video game publisher in the U.S., and one that could potentially transform the Santa Monica-based game developer that Microsoft is paying $69 billion to acquire.
Twenty-two employees at Wisconsin-based Raven voted 19-to-3 in favor of ratifying their Game Workers Alliance union in a National Labor Relations Board-sponsored election on Monday. The Raven workers—who do quality assurance testing for popular Activision titles like “Call of Duty”—formed the Game Workers Alliance in January and proceeded with the vote after Activision refused to voluntarily recognize the union.
The vote marks the first time that employees at a AAA game publisher in the U.S. have successfully unionized their workplace. It could also be a key step toward unionizing the rest of Activision’s 10,000-person workforce—something that Raven labor organizers told dot.LA earlier this year is part of their larger plan.
“We respect and believe in the right of all employees to decide whether or not to support or vote for a union,” Activision spokesperson Talia Ron told dot.LA in an email Monday. “We believe that an important decision that will impact the entire Raven Software studio of roughly 350 people should not be made by 19 Raven employees.”
None of Activision’s major competitors, such as West Los Angeles-based Riot Games, have unionized employees. Across the entire video game industry, only indie studio Vodeo Games has a labor union—one which became the first certified game workers’ union in North America last year.
“This is a huge win for not only the gaming industry but AAA gaming, because this is the first studio you're seeing out of a AAA [publisher] actually unionizing,” labor organizer and former Activision quality assurance tester Jessica Gonazlez told dot.LA.
Pro-union Activision employees have long felt that an organized workplace could provide the muscle they need to address issues that have plagued the company and their industry at large—from long, grueling work hours to sexual harassment and discrimination. “I'm very, very hopeful that this is going to be part of a larger wave of unionizing in the video game industry as a whole,” Gonzalez added.
While Microsoft executives have said that the Seattle tech giant won’t stand in the way of union efforts at Activision, the game developer has taken steps perceived as anti-union among its workers—such as leaving Raven Software employees out of a pay bump for quality assurance testers and proposing contract language that would prevent workers from organizing. Raven workers began organizing after walking off the job in December in protest of Activision’s decision to lay off 12 quality assurance contractors.
In a statement, Sara Steffens, secretary-treasurer for the Communications Workers of America labor union backing Raven’s Game Workers Alliance, said “Activision did everything it could, including breaking the law, to try to prevent the Raven QA workers from forming their union.”
“Quality assurance workers at Raven Software are bringing much-needed change to Activision and to the video game industry,” Steffens said. “At this critical time for the company and its employees, these workers will soon have an enforceable union contract and a voice on the job.”
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Samson Amore is a reporter for dot.LA. He previously covered technology and entertainment for TheWrap and reported on the SoCal startup scene for the Los Angeles Business Journal. Samson is also a proud member of the Transgender Journalists Association. Send tips or pitches to samsonamore@dot.la and find him on Twitter at @Samsonamore. Pronouns: he/him