Swedish PC Gamer 1996–2021 – Swedish PC Gamer

March 2021. Remember this month, because from now on Sweden is no longer the same.

It does not matter how many times I think about how to start this text, it does not get easier. Nothing lasts forever except diamonds and game love, and for 25 years the love for PC Gamer has been enormous. Now we unfortunately have to let Swedish PC Gamer fall asleep. In beautiful, fantastic, bright memory preserved.

Most of you know how extremely challenging today’s media climate is, and in a tried and tested profession, gaming journalism is particularly vulnerable. In the last 1.5 years, 50% of Sweden’s remaining gaming journalists have left. Half! That’s not wise. We have fought… as we have fought. No matter how heroic the efforts of our employees and you who have supported us have been, it is unfortunately no longer possible. The business model of PC Gamer has always been to produce a very large amount of content. Today, there is no way to get paid for that content to a sufficient degree. In combination with the license fee we pay to British Future every month, it simply does not last, despite the fact that we are actually growing on almost all platforms.

For 5.5 years we have done the impossible; done what many said would not go. We have defied declining newspaper reading and received declining advertising sales at the gate. We have turned money into absurdity and continue to produce qualitative and independent game journalism. Because we love it, because we love PC Gamer and because we love you. It sounds lofty but every single letter is true.

On a couple of occasions we have been tragicomically close to major breakthroughs, but close is not enough at the Fort. There is so much more to say, but it will be too far. Therefore, we answer some of the questions we know will arise a bit down in the text.

Before we get this far, however, we must open a door.

The PC Gamer brand will disappear, but maybe it does not have to mean that we who make up PC Gamer will disappear. Maybe there is a chance for a sequel. We do not want to promise gold and green pixel forests, but we want to continue to produce independent Swedish game journalism that is both entertaining and competent. The form and extent remains to be seen, but we hope that some of you out there want to continue on the journey.

If we succeed in securing a continuation, our goal is to put quality over quantity. We have long talked about how we would rather be really good on a few platforms than half good on many. Therefore, there will be less content and in fewer places than now, but if it means that we can do good things that you like and have fun at the same time, well then that is a good goal. If you have appreciated PC Gamer, us, or just want to contribute to the survival of the endangered Swedish game journalism, you will find our Patreon here.

In order not to make this letter too scattered, we save the details of our future plans for later. Watch out!


Is there really no chance of continuing with the magazine Svenska PC Gamer?

Not right now, but if a good fairy is likely to throw a million at us, we’ll have a serious thought. In the name of honesty, however, we believe that such an amount could be used better than paying a monthly salary in license fees each month for a brand and a few pages of content, as has long been the case with PC Gamer.

What happens to my subscription to the magazine?

The editions you have left on your subscription are replaced with up to two game codes (depending on the value of your remaining editions). To get your game code or for other questions regarding PC Gamer, email [email protected] or contact me at Discord. I answer all emails personally, so try to be patient with any delays.

Can the PC Gamer brand re-emerge in Sweden in the future?

One should never say never, and our relationship with Future in the UK is very good. However, there are no concrete plans right now.

What will happen to all your platforms?

The newspaper is closed down. The remaining platforms and their content – the site, our Discord, Twitch and all other social media, will be renamed to a new common brand and remain for the time being. We will then choose who we want to focus on, a work that has already begun.

When do you quit PC Gamer?

The last issue of the magazine is the issue in store now. The site and other platforms will change their name around the end of April.

What will you be called if you continue?

We do not know! It’s one of the very few fun things in all of this, and something we can hopefully start working on soon.

Why did you start a Patreon when you shut down PC Gamer just four months later?

We have struggled with beaks and claws for as long as we can and beyond, and constantly trying to find new opportunities is something all companies do. A quarter ago, we did not know that we would be forced to quit this spring. We intend to continue working with our Patreon even when PC Gamer is gone.

Concluding remarks

It’s now it’s getting hard.

Swedish PC Gamer is in its 25th financial year. We have had the privilege of writing about games longer than many of our readers have lived. PC Gamer is Sweden’s oldest gaming medium in all categories. We co-founded Swedish game journalism. We have educated some of the country’s best writers, were a trend setter for personal game journalism, skillfully combined knowledge with entertainment and took the lead in a more intimate contact with readers – something that not only influenced other game editors but also media across borders. Since November 1996, we have reviewed around 3,500 games. We have traveled the world several times, playing the best (and worst) games, witnessing the huge development of the industry and the fantastic growth of the games. We’ve survived four or five relocations in three cities, a handful of CEOs, four publishers, one closure, and we’ve long stood the groundwork for the biggest upheaval the world media has seen since Gutenberg popularized the printing process 500 years ago – the internet. Now the only remaining gaming magazine in Sweden for adults disappears.

We in the editorial staff have every reason to be proud. We also have even greater reason to thank you, the world’s best readers, who have followed us through adversity for a quarter of a century.

I really do not want to say “Thank you for everything!” because it sounds both so permanent and depressing, and even though my eyes are shiny, it is not the feeling I want to preserve. PC Gamer has always been your friend and it’s sad when a friend disappears, but despite a measure of much-needed seriousness, we’ve always been about positivism, humor and the joy of playing. That’s what we should remember.

Thanks, and see you again!

/ Thomas