Ethan Gach

Ethan Gach

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Senior Reporter (Kotaku); covers studios, releases, labor, and platform policy.

Gamers Unprepared for $70 Four-Hour Rail Shooter
SocialMar 29, 2026

Gamers Unprepared for $70 Four-Hour Rail Shooter

I don't think people are ready for a $70 4 hour rail shooter in 2026

By Ethan Gach
Video Ads Out‑earn Print, Thanks to Google’s Monopoly
SocialMar 28, 2026

Video Ads Out‑earn Print, Thanks to Google’s Monopoly

NYT is a subscription business so it's a much more complex calculus but for every other media company operating on the open web video CPMs blow written CPMs out of the water in part because Google's monopoly on programmatic ads

By Ethan Gach
LLMs Fail at Fact-Checking, Acting Like Dumb Search Engines
SocialMar 28, 2026

LLMs Fail at Fact-Checking, Acting Like Dumb Search Engines

Again, fact checking is literally one of the things the LLM is worst at, unless by fact checking you mean finding links to reputable sources in which case this Is just a search engine for dummies.

By Ethan Gach
AI Speeds Writing, Not the Time‑consuming Reporting
SocialMar 27, 2026

AI Speeds Writing, Not the Time‑consuming Reporting

Reporting new info takes time. Writing up the new info does not. Unless it's very complex info in which case the manner in which the info is presented is as important as the reporting part. Unclear what the AI achieves beyond the illusion...

By Ethan Gach
Gaming Giants' Marketing Spirals Into Absurdity
SocialMar 27, 2026

Gaming Giants' Marketing Spirals Into Absurdity

Xbox: partner showcase is a bust PlayStation: where else you gonna play give us $600 Nintendo: what if Glenn powell was a fox that where's a Saiyan scouter and flies a space ship? https://t.co/uKtqXopYZs

By Ethan Gach
Rising Console Prices Signal Switch 2 Could Hit $500
SocialMar 27, 2026

Rising Console Prices Signal Switch 2 Could Hit $500

A new PS5 now starts at $600. A new PS Portal is now $250. This is absolutely unprecedented. There's no way we don't see the Switch 2 going up to $500. https://t.co/MJEFtycBBr https://t.co/D5peLfrfXe

By Ethan Gach
Marathon PvP Etiquette Sparks Heated Debate on First Shots
SocialMar 26, 2026

Marathon PvP Etiquette Sparks Heated Debate on First Shots

Very curious for people's takes on Marathon PVP etiquette I've never not shot first and had someone else reciprocate. Exfil camping feels like it's gotten especially brutal Surprising range of opinions in this thread compared to what I've seen in game https://t.co/j6oOWA6YJd

By Ethan Gach
Developers Reflect on Dark Outlaw's Closure, No Sony Grudge
SocialMar 25, 2026

Developers Reflect on Dark Outlaw's Closure, No Sony Grudge

Blundell and JCbackfire talk about what Dark Outlaw Games was working on and how they're processing the sudden closure. The project was not live service and while they were enthusiastic about the game they don't hold a grudge against Sony. https://t.co/IQgT8TjoAK https://t.co/sb1tus9xS5

By Ethan Gach
Marathon Needs Sony's First‑party Commitment to Thrive
SocialMar 24, 2026

Marathon Needs Sony's First‑party Commitment to Thrive

Marathon is the textbook example of a first-party franchise you nurture until it blossoms. If Sony's not willing to do that then what's the point. https://t.co/n1RGCTnk9p https://t.co/rLyuki5pLs

By Ethan Gach
Marathon PVP: Ruthlessly Competitive Even Without Stakes
SocialMar 22, 2026

Marathon PVP: Ruthlessly Competitive Even Without Stakes

Marathon PVP is another level of ruthless, even when the opposing player has nothing to gain. https://t.co/8EDMckdFuv

By Ethan Gach
Culture War Ignites Over AI in Crimson Desert
SocialMar 21, 2026

Culture War Ignites Over AI in Crimson Desert

I mentioned the anti-woke fault lines in the Crimson Desert discourse and some people were like what the hell are you talking about, but now there is a culture war freakout about sites reporting on AI in the game that's...

By Ethan Gach
AI Art Suspected in Crimson Desert Sparks Quality Concerns
SocialMar 20, 2026

AI Art Suspected in Crimson Desert Sparks Quality Concerns

Seems very likely that at least some of the in-game art in Crimson Desert was generated with AI. Whether that's by design or poor quality control over a sprawling development pipeline, it's really gona poison the well for some https://t.co/q8ogbsvWII

By Ethan Gach
Solo Queue Makes Assassin Contracts Easier than Group Play
SocialMar 20, 2026

Solo Queue Makes Assassin Contracts Easier than Group Play

I actually strongly disagree with the take on solos. Feels way easier to tackle multi-step contracts as Assassin in solo queue where people play much more cautiously and aren't hunting in groups.

By Ethan Gach
Crimson Desert Doubles Nioh 3's Two‑Week Sales in One Day
SocialMar 20, 2026

Crimson Desert Doubles Nioh 3's Two‑Week Sales in One Day

In just one day, Crimson Desert has already sold double what Nioh 3 sold in its first two weeks

By Ethan Gach
Intuitive Controls Make You Feel Godlike in Marathon
SocialMar 20, 2026

Intuitive Controls Make You Feel Godlike in Marathon

Instinctually knowing to hold triangle to activate a consumable when it's on the ground but square when it's in the inventory screen has made me feel like god in Marathon.

By Ethan Gach
Crimson Desert's Unexpected Political
SocialMar 20, 2026

Crimson Desert's Unexpected Political

The rallying around Crimson Desert as a game that NEEDS to succeed and be really fun in order to somehow own the libs is a generally fascinating and confounding phenomenon that seemed to come out of nowhere. https://t.co/9ODNH1Du5E

By Ethan Gach
Cozy Tower Defense Delight, Perfect Family Gaming
SocialMar 18, 2026

Cozy Tower Defense Delight, Perfect Family Gaming

Super lovely little cozy tower defense sim I've had a ton of fun playing with my kids during the early access phase.

By Ethan Gach
Gamers Are Fiercely Rejecting AI-Driven Game Trends
SocialMar 18, 2026

Gamers Are Fiercely Rejecting AI-Driven Game Trends

I don't think the industry gets just how viscerally the average gamer is rejecting the AI race https://t.co/wESXnzkamo https://t.co/NQvmfVuwXD

By Ethan Gach
Microsoft’s Starfield Exclusivity Backfire Costs
SocialMar 17, 2026

Microsoft’s Starfield Exclusivity Backfire Costs

As a reminder Starfield was coming to PS5, Microsoft bought them and made it exclusive, then had to explain to a judge why it did that, then decided to ditch exclusives to improve margins and now everything is as it...

By Ethan Gach
IO Interactive Ends Partnership, Hitman DLC Canceled
SocialMar 17, 2026

IO Interactive Ends Partnership, Hitman DLC Canceled

Hitman maker IO Interactive confirms it's cut publishing ties with MindsEye and the Hitman DLC is dead. https://t.co/zw5PpjdHE3

By Ethan Gach
Bethesda Rushes Damage Control as AI Backlash Intensifies
SocialMar 17, 2026

Bethesda Rushes Damage Control as AI Backlash Intensifies

Bethesda is already doing damage control on DLSS 5 slop face. Not sure anyone fully grasps how deep the AI backlash runs within gaming spaces. https://t.co/zaQwlVB4LK

By Ethan Gach
Judge Reinstates Ted Gill, Extends $250M Payout Eligibility
SocialMar 16, 2026

Judge Reinstates Ted Gill, Extends $250M Payout Eligibility

NEW: he judge in the Subnautica 2 court case has ordered Ted Gill reinstated as CEO of Unknown Worlds and extended the period of eligibility for a performance based $250 million payout through September 2026. Also been given control over...

By Ethan Gach
Gaming Toxicity Shifted From Fans to Opportunistic Grifters
SocialMar 16, 2026

Gaming Toxicity Shifted From Fans to Opportunistic Grifters

Toxicity in gaming used to predominantly be "passionate" fans taking stuff way too seriously/far. Now it's mostly grifters with no real skin in the game who spend all day searching for unrelated stuff to get mad about.

By Ethan Gach
Talent Retention and Cross‑Discipline Collaboration Drive Game Creativity
SocialMar 14, 2026

Talent Retention and Cross‑Discipline Collaboration Drive Game Creativity

There was nothing entirely revelatory in Nintendo's lone GDC talk but the subtext throughout was that retaining talent and collaborating across disciplines is the key to unlocking more fun and creativity in game making.

By Ethan Gach
Grateful for Nier: Automata Inspiration, yet Question Its Lessons
SocialMar 12, 2026

Grateful for Nier: Automata Inspiration, yet Question Its Lessons

"I’m extremely grateful that you say your work was inspired by NieR: Automata. At the same time, a large part of Automata’s success was due to luck, so… I do wonder what exactly there is to learn from it." Never change...

By Ethan Gach
Xbox Ally Gets AI‑Powered Auto Super‑Resolution in April
SocialMar 12, 2026

Xbox Ally Gets AI‑Powered Auto Super‑Resolution in April

Xbox announces automatic super resolution mode is coming to the Xbox Ally in April. Leverages AI to scale resolution up in real time to improve performance. Auto SR "fills in the gaps" by existing upscaling tools like DLSS. https://t.co/XDwttHUvxV

By Ethan Gach
Good Intentions Won’t Save Overwatch League’s Failure
SocialMar 12, 2026

Good Intentions Won’t Save Overwatch League’s Failure

Kaplan says the road to hell is paved with good intentions and that was Overwatch League

By Ethan Gach
Indifferent to Low‑quality D1 Bounty Quests
SocialMar 10, 2026

Indifferent to Low‑quality D1 Bounty Quests

The interesting thing to me is that the quests are shitty D1 bounties AND I DON'T EVEN CARE

By Ethan Gach
GDC: Low Turnout, AI Hype, but Community Thrives
SocialMar 10, 2026

GDC: Low Turnout, AI Hype, but Community Thrives

The vibes from GDC so far: attendance is down, AI biz slop is crowding out some of the traditional developer talks, it's too hard to find coffee around the convention center. But the people are nice, making games is really...

By Ethan Gach
Valve Faces Copycat Gambling Lawsuit in Washington
SocialMar 9, 2026

Valve Faces Copycat Gambling Lawsuit in Washington

New York's odd gambling lawsuit against Valve has spawned a copycat class action lawsuit filed in Washington. https://t.co/OWiA3NcG98

By Ethan Gach
Hidden in Marathon, I Keep Dying Repeatedly
SocialMar 9, 2026

Hidden in Marathon, I Keep Dying Repeatedly

I spend a lot of my time in Marathon hiding in plain sight...and dying https://t.co/UZP9Ud6nEs

By Ethan Gach
Marathon's Early
SocialMar 8, 2026

Marathon's Early

Marathon has hit a high enough peak by hour 15 for me that even if the vibes substantially nose dive from here on out it will be a contender for my personal top 10 games of the year list. https://t.co/5bt2Sn4plv

By Ethan Gach
Xbox Faces Clash: Fans Want Roots, Microsoft Pushes Forward
SocialMar 8, 2026

Xbox Faces Clash: Fans Want Roots, Microsoft Pushes Forward

The tension that's being navigated here is the fan base's desire for the "back to Xbox's roots" revival teased in the reorg vs. Microsoft's strategy to move forward. The essential conflict is when push comes to shove, will Microsoft let Xbox...

By Ethan Gach
Early Destiny's Low Ammo Added Real Combat Challenge
SocialMar 7, 2026

Early Destiny's Low Ammo Added Real Combat Challenge

I'm team low ammunition. People forget early Destiny had you running out of ammo all the time. Managing it was a key part of early Nightfalls. It was bad for bullet sponge bosses but there are other ways to juice...

By Ethan Gach
Valve Deletes Steam Machine 2026 Delay Reference
SocialMar 7, 2026

Valve Deletes Steam Machine 2026 Delay Reference

Bizarre update: Valve has removed the bit in its new blog post about the Steam Machine possibly not shipping in 2026. https://t.co/s9zuuDPD48

By Ethan Gach
Current Console Woes Threaten All Gaming Platforms
SocialMar 6, 2026

Current Console Woes Threaten All Gaming Platforms

I don't see how this gets better any time soon, or how it doesn't sabotage every other gaming console as well https://t.co/UrL6CJqeav

By Ethan Gach
Thousands of Marathon Reviews Already Publicly Available
SocialMar 6, 2026

Thousands of Marathon Reviews Already Publicly Available

There are already 1000s of early reviews on Steam, multiple reviews-in-progress published at large websites, and tons of reactions across X, Reddit, and YouTube. The idea that somehow anyone has been prevented from finding out what people think about Marathon...

By Ethan Gach
Ex‑Ashes of Creation Lead Returns, Defends Community
SocialMar 6, 2026

Ex‑Ashes of Creation Lead Returns, Defends Community

After weeks of silence amid dueling lawsuits, former head of Ashes of Creation studio Steven Sharif has reappeared on Discord. "But I will not allow the work of hundreds of developers and the belief of millions of players to be erased...

By Ethan Gach
Live Services Attract More Players, Not More Playtime
SocialMar 5, 2026

Live Services Attract More Players, Not More Playtime

Some data from recent years suggests live service wins on total players but not total hours. Would love to see more data on this https://t.co/ak82BS9Ppg

By Ethan Gach
Last‑minute Skill Tree Release as Servers Shut Down
SocialMar 4, 2026

Last‑minute Skill Tree Release as Servers Shut Down

Highguard just pulled an entire skill tree out of its ass days before the servers go offline. A skeleton crew crunched on the final update as the social media pile-on continued. https://t.co/LAEMdTviw9

By Ethan Gach
Tencent Buys 15% of Arrowhead Amid Meme Backlash
SocialMar 4, 2026

Tencent Buys 15% of Arrowhead Amid Meme Backlash

Tencent took a 15 percent stake in Arrowhead Game Studios. Some players starting lashing out at a recent Chinese New Year cosmetics bundle with a certain meme that was quickly banned on the Discord.

By Ethan Gach
No Hand‑holds: Game Demands Self‑guided Exploration
SocialMar 4, 2026

No Hand‑holds: Game Demands Self‑guided Exploration

"If you need the yellow paint to know where to climb this game isn’t for you."

By Ethan Gach
Ubisoft's Hexe Update Omits Clint Hocking Farewell
SocialMar 4, 2026

Ubisoft's Hexe Update Omits Clint Hocking Farewell

The first official update on Assassin's Creed Hexe from Ubisoft in years makes no mention of Clint Hocking leaving or thanking him for his long tenure at the company. https://t.co/twVkOQ1BG5

By Ethan Gach
Marketing Director Defends No Console Reviews at Launch
SocialMar 4, 2026

Marketing Director Defends No Console Reviews at Launch

Crimson Desert marketing director says there's nothing to hide as players worry about the lack of console version reviews at launch https://t.co/sPbsmiijgU

By Ethan Gach
Stop Blaming Capitalism; Copying Advice Solves Nothing
SocialMar 3, 2026

Stop Blaming Capitalism; Copying Advice Solves Nothing

The Concord people wanted to make Concord. The Highguard people wanted to make Highguard. The Marathon people want to make Marathon. I get the draw of simple morality plays and shareholder capitalism is an easy villain but "stop trying to...

By Ethan Gach
Highuard Outlasts Concord by 29 Days, Sparks Refund Debate
SocialMar 3, 2026

Highuard Outlasts Concord by 29 Days, Sparks Refund Debate

Highuard made it 29 days longer than Concord. Players in the Discord are trying to decide who or what to blame as some ask for refunds. https://t.co/fdPWk7VsPl

By Ethan Gach
Seeking Swedish Game Developer Salary Insight
SocialMar 2, 2026

Seeking Swedish Game Developer Salary Insight

Can any game developers tell me what a role like this would pay (specifically interested in Sweden)? https://t.co/QqBKb7Gtps

By Ethan Gach
Seeking Confirmation on Console Review Codes
SocialMar 2, 2026

Seeking Confirmation on Console Review Codes

If any outlets are getting console code for Crimson Desert reviews I'd love to hear that confirmed cause I would not be surprised if that's just not happening (you can DM me and stay anonymous) https://t.co/z1gKvUXI0f

By Ethan Gach
Marathon's Gripping Pull: Surviving Two Runs Sparks Endless Play
SocialMar 1, 2026

Marathon's Gripping Pull: Surviving Two Runs Sparks Endless Play

Played three hours of Marathon last night, maybe only made it out alive in 2 runs. Woke up and wanted to play more. Which is an insane reaction to have that most players probably won't share. https://t.co/iSr82qzDdw

By Ethan Gach