In 1994, a struggling publisher of video game magazines in Greensboro, North Carolina, became the unlikely seed for a global media empire. Future US, Inc. began its life when Future plc, a British media company, acquired GP Publications, the owner of Game Players magazine. This acquisition was not merely a business transaction but a strategic move that would eventually reshape how consumers interacted with video games and technology. The company quickly expanded its portfolio, launching titles like PC Gamer and relocating its operations to the San Francisco Bay Area, where it occupied various properties in Burlingame and South San Francisco. This move placed Future US at the heart of the tech revolution, positioning it to capitalize on the burgeoning internet economy of the late 1990s. Chris Anderson, the founder of Future plc, played a pivotal role in this early expansion. When he sold Future to Pearson plc, he retained GP, which was renamed Imagine Media, Inc., in June 1995. For a few years, Anderson operated Imagine Media as his sole company, demonstrating a keen ability to navigate the volatile media landscape of the time.
Boom and Bust Cycles
The late 1990s were a period of unprecedented growth for Future US, buoyed by the internet economy and the success of Business 2.0, which was published in the US and later in the UK, France, Italy, and Germany. During this boom, the company secured the exclusive worldwide rights to produce the official magazine for Microsoft's Xbox video game console, cementing its position as a leader in the games market. However, the economic downturn of the early 2000s brought a harsh reality check. In 2001, Future Network USA underwent a strategic reset, closing 20 magazines and five websites. More than 17 percent of its workforce, totaling 350 employees, were laid off, marking a significant turning point in the company's history. This period of contraction was not just a response to economic factors but also a strategic decision to refocus the company's efforts. The sale of Business 2.0 to AOL/Time Warner in the spring of 2001 further highlighted the company's need to adapt to a rapidly changing media environment. Despite these challenges, Future US managed to maintain its relevance and continue to innovate in the video game and technology sectors.Console Kingship
By 2007, Future US had achieved a remarkable feat: it became the publisher of the official magazines for all three major console manufacturers in the US. This milestone was reached through a series of strategic acquisitions and partnerships. On the 19th of September 2007, Nintendo and Future announced that Future US would obtain the publishing rights to Nintendo Power magazine, which came into effect with the creation of issue #222 in December 2007. Just a month later, on the 1st of October 2007, it was announced that Future US would be making PlayStation: The Official Magazine, which replaced PSM and first hit newsstands in November 2007. This dual acquisition solidified Future US's dominance in the console magazine market. The company's ability to secure these rights was a testament to its strategic foresight and strong relationships with major gaming companies. In February 2008, Future US further expanded its influence by investing in N4G, a video game news aggregator owned by Vegard and Håvard Aure. This investment demonstrated the company's commitment to staying ahead of the curve in the digital age, even as the traditional print magazine industry faced increasing challenges.