Transparency is a core value at Pure Xbox, and we believe it’s important that our readers understand who owns our organisation, and how our revenue is generated. Our Ownership & Funding Policy provides detailed information about the ownership structure of Pure Xbox and the different sources of revenue it relies on.

Who Owns Pure Xbox?

Pure Xbox is owned by Hookshot Media, a company registered in the UK. The company is majority-owned by the founding Directors Anthony Dickens, Damien McFerran and Darren Calvert. Additionally, Gamer Network Ltd, which is in turn owned by Ziff Davis, Inc., currently owns a minority shareholding.

How Does Pure Xbox Make Money?

Pure Xbox makes use of a diverse array of revenue sources while maintaining editorial independence and objectivity. These sources include:

Advertising Revenue

We generate revenue through advertisements displayed on our website. Advertisers have no influence over our content, or the editorial decisions we make. All of our website advertising and sales agreements are made independently by our advertising partner, Ziff Davis, Inc.

YouTube Revenue

Pure Xbox also has a YouTube channel which generates revenue using the advertising system within the YouTube platform. These adverts are context-dependent and controlled by YouTube's systems. You can opt out of adverts on YouTube by signing up for YouTube Premium.

Occassionally Pure Xbox will generate revenue from a paid promotion, otherwise known as "Sponsored Content".

These promotions are agreed upon by our advertising partner, Ziff Davis, Inc. and Pure Xbox ahead of publication. Promotions are generally for specific video games or related products, and whilst an overall theme is agreed upon between Pure Xbox and the client, editorial independence remains, aside from the client providing feedback in the form of fact-checking.

Any paid promotion or sponsored content will strictly be clearly labelled and should not be considered as a critique or evaluation of any product.

Affiliate Revenue

We may receive a commission for the products or services you purchase using the affiliate links posted on Pure Xbox. This does not affect our editorial content or the products we recommend.

Subscription Revenue

Readers who wish to support Pure Xbox directly can become a Pure Xbox Supporter. By doing so, they’ll enjoy an advertising-free experience of Pure Xbox and all other sites (Nintendo Life, Push Square and Time Extension) in the Hookshot Media network.

Image Rights

Pure Xbox takes pride in its approach to original and bespoke photography. It costs both time and money to take beautiful photographs, and therefore, we wish to protect the copyright of our images.

Sometimes our images will be licensed to other publishers for a fee, or a fee will be charged to publishers who use our images without license retrospectively using a recovery agent.

Editorial Independence

Our content is created based on editorial guidelines and principles that are determined separately from our commercial considerations.

This ensures that the content you read on Pure Xbox is free from undue influence by our owners, advertisers or other commercial partners.

Conflicts of Interest

We strive to avoid conflicts of interest in our operations at all times. Should any potential conflicts arise, they will be disclosed clearly to our audience by the way of written disclosures next to affected articles or videos.

Any member of the Pure Xbox editorial team that has a significant connection (either financial, relative or social) to a company will be discouraged from providing coverage of their products on Pure Xbox. In the rare event coverage is provided, a clear disclosure will be added to the article or video.

Contact Us

We hope this policy helps you understand who owns our organisation and how it is funded. If you have any questions about this policy or would like to give feedback on it, please contact us via Pure Xbox's Contact Us page.

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