Controversial Gaming Media Company Unveils New Pay-Per-Click Model for Writers

Valnet, a self-styled “leading digital media investment company” behind various gaming and tech websites, has a reputation for not compensating its freelance writers well. Recently, new “Pay Per Session” contracts introduced for writers and editors at TheGamer have raised concerns about potential exploitation reminiscent of click-driven content mills.

Details shared in TheGamer’s Slack indicate that these new terms, imposed by Valnet management, aim to “reward top-performing articles.” However, reports suggest that the proposed “performance structure” could lead to writers receiving no payment at all if their articles fail to meet a minimum view threshold.

Founded in 2012 by Hassan and Sam Youssef, who previously owned a Canadian adult production company, Valnet has garnered a negative reputation for its treatment of staff and freelancers. A former employee described the environment at Collider as “a content mill, borderline like almost sweatshop-level.”

Despite Valnet’s growing influence, positive feedback from those working in its newsrooms is scarce. The company has faced accusations of copyright striking YouTube videos that criticize it and blacklisting writers who voice concerns about their pay.

Lex Luddy, the editor-in-chief of Startmenu and a former junior editor at TheGamer, recently revealed on Bluesky that “permalance” staff were issued new contracts requiring a minimum article viewership for payment. Some staff members are labeling these contracts as a form of “soft layoffs.”

Luddy noted that previous contracts included pay-per-view bonuses in addition to base pay, while the new agreements base compensation solely on viewership, with a minimum click requirement before any payment is made. After a day of unrest in the company Slack, many permalance staff members expressed a preference to leave rather than sign the new contracts.

A copy of the new contracts shared in TheGamer’s official Slack revealed that the “performance-based bonus system” was introduced on May 21 and took effect the following day. Writers will earn $5 for every 1,000 “sessions” (clicks), while editors will receive $3 for the same amount. This rate only applies for the first 15 days after a post goes live, meaning any views beyond that period won’t generate additional income.

The crux of the issue lies in the “per 1k sessions” model. While management has framed this as a way for high-performing content to earn more, it also means that articles with fewer than 1,000 sessions will result in no payment for the staff.

The situation is further complicated by the fact that many of TheGamer’s writers and editors are classified as freelancers. Luddy mentioned that “almost everyone,” from listicle writers to senior editors, falls under this category, making them subject to the new contracts. While not all editors received the contracts immediately, the information was shared and discussed openly in Slack.

Luddy confirmed that half of TheGamer’s writers are currently in “open revolt” against upper management, while others are trying to reach out to Valnet representatives for clarification on the new contracts.

“The gaming media landscape is struggling right now, largely due to changes in Google SEO that have hit TheGamer particularly hard,” Luddy explained. “The rise of AI search engines and Google’s recent shift to an AI chatbot interface are further impacting click-through rates.”

Under the new agreements, the freelance pay rates could become unsustainable for many at TheGamer, leading to speculation that Valnet may be attempting to reduce its workforce by encouraging freelancers to leave voluntarily rather than face layoffs. “Whether it’s due to the inability to sustain themselves in a system where eight hours of work might yield no pay, or ethical objections to this model,” Luddy remarked.

Valnet has not yet responded to requests for comment.