Working as a content marketer can be fun. I get to make a client’s website flow well with catchy headlines and easy-to-read information, craft a well-composed article, tell stories, and work with a great team.
But I often feel like I’m on the razor edge of getting eaten by the AI slop and content-farming mess of mega corps that don’t care about people and only care about increasing revenue.
This reflection comes after the sad and sudden news that Polygon.com had been bought by Valnet. This kind of news isn’t new and it’s possible that it’s not that bad, but for Polygon, it’s a certain death.
For those who don’t know, Polygon was a high-value video game and entertainment site. They produced pop culture pieces, reviews, and legendary video content. Truly there were some amazing work coming out of Polygon.
The thing I loved most about this site was the voices and personalities of each of the writers and creators.
As soon as the news of the purchase hit, there also come reports of massive layoffs. The first hit I heard about was Editor-In-Chief Chris Plante. He’s the reason I write about video games.
Another one of my favorite creators, Patrick Gill got laid off. He worked on the video team and made some amazing videos that are truly unique. No one makes videos like him.
Just a Friendly Reminder: Businesses Don’t Care
It’s truly baffling that VOX would sell Polygon to Valnet. After the recent coverage of Valnet, it’s clear that Valnet is horrible and only cares about views.
As someone who works in content, it’s hard to watch this happen. Valnet is king of crappy content, and they’re winning.
If the content being produced is low-value, unthoughtful, and sloppy, it only benefits the website. Google’s current algorithm is missing the point and is sadly rewarding bad, low-value, slop content. This hurts readers.
I genuinely believe there is a good approach to content marketing. That approach includes refreshingly straightforward writing, (where appropriate) uplifting the writer’s voice, and being truthful and helpful. No shady practices to increase dwell time or keyword stuffing to please the algorithm.
At the end of all this, Polygon will be reduced to a brand. The voices and personalities won’t be heard. It will become a repository for low-quality content that the rest of Valnet produces.
And the worst part? People who have spent upwards of a decade building Polygon into what it is today got laid off so someone could use their work for their personal gain.
It’s like the Little Red Hen, but if all the animals stole her bread.
Support What You Care About
I think it’s important to have a healthy dose of “things won’t get better” and “this thing is good”.
It’s too easy to let bad news ruin your day, but it’s important to remember that there are pockets of good news. For example, after mass layoffs at other publications similar to Polygon, the website Aftermath was created. It’s an independently owned site with some great writers and creators connected to it.
I love how Chris Plante ended his post with:
Going to hang out with my Kid. Taking wins where I can.
I hope everyone at Polygon finds greener pastures.
Update 5/2/25: It sounds like there is a small group of people still working at Polygon. Including Russ Frushtick (one of the founders), and Simone De Rochefort (currently the only person on the video team) are among that group.
Chris Plante (former editor in chief) wrote this in the Besties newsletter.
“So please keep reading!” stands out to me. I’ll be keeping a close eye on this. in hope that it’s not as bad as it could be.
