About Us
Hookshot is a digital publishing company formed in 2010 (as Nlife Media) that specialises in creating vibrant and informative gaming websites, YouTube channels and Social Media accounts with a strong community-based focus and expert video game journalism. We are partners of market-leading IGN Entertainment, which acts as an advertising sales arm globally across the network.
- 10+ million Monthly Unique Visitors
- 20+ million Monthly Page Views
- 1+ million YouTube Subscribers
- 1.6+ million Social Media Followers
Our Story
Our story began in 2005 when Nintendo Life was founded by our CEO Anthony Dickens. It was later amalgamated with Nintendo-focused sites Virtual Console Reviews and WiiWare World, bringing Darren Calvert and Damien McFerran on board. Since then the brand has grown exponentially, becoming the world's largest and most popular Nintendo news and reviews website.
In 2010, Nlife Media was formally established to represent the business interests of the network, and the three founders would go on to enter a commercial partnership with Gamer Network in 2011. Shortly after, the dedicated PlayStation website Push Square, founded by Sammy Barker, was acquired. This was followed by the launch of the dedicated Xbox website, Pure Xbox, which completed the console line-up.
In 2021, Eurogamer and Gamer Network founder Rupert Loman-West joined the company as chair, and Nlife Media was renamed Hookshot Media. Rupert built a hugely successful website and events business with Gamer Network and now brings his two decades of experience to Hookshot.
In 2022, Time Extension was launched with a focus on looking back and celebrating the rich history of video games. Time Extension has quickly become an established and trusted source for retro gaming news.
In 2024, Gamer Network was acquired by Ziff Davis, Inc., and Hookshot became a commercial partner of IGN Entertainment. IGN is one of the most popular websites in the world with a huge audience dating back to its launch in 1996.
In 2025, Hookshot entered into a partnership with Digital Foundry to supply our bespoke CMS and website infrastructure in a co-produced website. Digital Foundry was founded in 2004 and specialises in technical analysis of video games and hardware, using their own bespoke tools for frame-rate analysis and is widely recognised as the experts in their field.
In 2026, Hookshot launched Steam Hype, a new website dedicated to covering PC games with a heavy focus on the vibrant library and ecosystem on Valve's platform, Steam. Steam Hype is now a destination for gamers wanting their latest game recommendations on Steam.
Management
Anthony Dickens
Founder & CEO
Anthony launched Nintendo Life in late 2005 and has remained at the helm ever since. He loves Nintendo but sometimes gets confused and tells everyone that F-Zero X is the best game. We've tried getting him help, but alas...
Growing up in the 1990's he developed a passion for video games by playing Game Boy, Super Nintendo and PC games. With a keen interest in the Internet since 1994 and IT, he fell in love with software development and programming, becoming a self-taught professional website developer in the early 2000s. Anthony now has over 25 years' experience building and designing websites professionally for a wealth of clients ranging from e-commerce clients to council organisations and non-profits.
Anthony honed his craft as a website developer and business owner during his 15 years as co-director of the website development company Cuttlefish, before shifting his sole focus to Hookshot's family of gaming websites, Nintendo Life, Push Square and Pure Xbox, which has since seen Time Extension and Steam Hype added.
Today, Anthony is both the Founder & CEO of Hookshot, responsible for the business operations, and its lead software developer, as he continues to develop the bespoke CMS that underpins the family of Hookshot websites.
Damien McFerran
Editorial Director
Damien has been writing professionally about tech and video games since 2007 and oversees all of Hookshot's sites as Editorial Director. He's also the editor-in-chief of both Time Extension and Hookshot's latest site, Steam Hype.
I've been gaming since the late '80s (Atari ST for life!) and my first console was the Sega Mega Drive / Genesis – I've been something of a Sega fanboy ever since. I began my career in video games writing for magazines and websites such as Retro Gamer, Pocket Gamer and GamesTM, before shifting to a full time role on the Hookshot Media network as Editorial Director.
Experience
Damien began his professional journalistic career with Retro Gamer magazine and has since written for Pocket Gamer, Eurogamer, CNET, Red Bull Gaming, SFX Magazine and many other clients within the tech and video game industries.
As a co-founder, Damien has been with Hookshot Media from the very beginning, holding various positions prior to his current role as Editorial Director. He was the Editor on Nintendo Life for more than one period during this time, and is currently the Editor of Time Extension.
Damien’s work on Time Extension sees him covering all aspects of the site’s retro gaming brief, including news, reviews, guides and features.
I love sharing new and old stories about the vibrant history of video games
Timeline
Read More
- 2010: Co-founds Hookshot Media, assuming the role of Editorial Director
- 2012: Editor of Nintendo Life
- 2022: Editor of Time Extension
Qualifications & Awards
- BA (Hons) Multimedia Design (2002)
Expertise
Damien’s first game system was an Atari ST, followed by the life-changing Mega Drive! Since then he’s owned pretty much every major gaming system and handheld to hit the market.
Damien’s favourite all-time console is the Sega Mega Drive. Not only was it his first console, it also introduced him to the world of Japanese import video games and arcade-perfect coin-op conversions. If he could only take one system with him to a desert island, it would be the Mega Drive.
My favourite genre? Probably shmups, followed by arcade-style fighting games. I don't have much spare time for gaming these days, so when I play for pleasure, I like games I can quickly jump into for a short period!
Damien’s Favourite Games
From the Archive
We asked Damien to pick out his three favourite pieces of work from across his personal archive, and tell us why he picked them!
The Making Of: GameFan Magazine - Drugged Coffee, Pirated Games And Empty Bank Accounts
I love doing deep-dive pieces into the history of the magazines and publications that inspired me, and this one was one of the most fun.
The 'Kawaii' Is A Nintendo Wii The Size Of A Keychain
Seeing modern-day hackers take old tech and repurpose it for a new generation is one of the most fascinating aspects of working on Time Extension, and it was encouraging to see the reaction to this news article when it went live.
Feature: How Rik Mayall Helped Bring Anarchy To Nintendo UK
Rik was one of my heroes growing up, so it was humbling to be able to speak to some of the people who worked with him in this tribute piece, which was recently republished to mark the tenth anniversary of his tragic passing.
Darren Calvert
Operations Director
Darren is Hookshot Media’s Operations Director, with a particular focus on the people side of the business across Nintendo Life, Push Square, Pure Xbox, Time Extension and Steam Hype. His role covers recruitment, HR and employee development across the company.
A lifelong video game fan, Darren grew up with the ZX Spectrum before quickly graduating to the Sega Mega Drive and Super Nintendo. He went on to earn a Computer Science degree from the illustrious University of Bradford before cutting his teeth in the corporate world at Nokia and later Worldpay. That probably gives you a reasonable clue as to how old he is now.
At Hookshot, Darren works closely with the company’s directors and editorial teams, supporting a fully remote workforce spread across the UK and internationally. Part of the job is making sure people feel connected, supported and able to do their best work, rather than simply existing as a collection of names in Slack.
When he isn’t doing that, Darren can usually be found watching films, running, lifting heavy things or, occasionally, actually playing video games.
Rupert Loman-West
Chair
Rupert founded Eurogamer with his brother Nick in 1999 and was pivotal in establishing the site and its parent company Gamer Network as one of the world’s leading authorities on all aspects of video gaming before selling the business in 2018. More recently, Rupert founded Uplift Engine, became Chair of Hookshot Media and invested in Digital Foundry.
Rupert is a serial entrepreneur with more than 25 years of experience in games media and online communities. As well as co-founding Eurogamer, he helped build the website into an established voice in games journalism. As CEO of its parent company, Gamer Network, Rupert oversaw its expansion into a broader media and events business, encompassing brands including GamesIndustry.biz, Rock Paper Shotgun, VG247, Digital Foundry and Outside Xbox, alongside the EGX (Eurogamer Expo) and EGX Rezzed gaming events.
Gamer Network was acquired by ReedPop, the organiser of PAX and New York Comic Con, in 2018. Rupert remained with the business following the acquisition, focusing on ReedPop’s global games strategy and expansion, before leaving in 2020 after more than two decades with the company.
Rupert has since become an angel investor and advisor to businesses in the video games, games media, location-based entertainment and hospitality sectors. He has also launched Uplift Engine, a "fan-made performance marketing" business with clients such as SEGA, 505 Games, Thunderful and Secret Mode.
As Chair of Hookshot, Rupert brings two decades of experience in video games journalism and publishing to the boardroom, assisting the team with his insight into both strategy and business-critical decision-making.
Our Teams
