Next Generation magazine did not review games; it dissected the industry that created them. While competitors like GamePro and Electronic Gaming Monthly filled their pages with screenshots, walkthroughs, and cheat codes, Next Generation turned its lens toward the developers, the business models, and the artistic philosophy behind the pixels. It was a publication that existed before the North American launch of the Sega Saturn and Sony PlayStation, yet it spent its early years anticipating the future rather than cataloging the present. The magazine ran from January 1995 until January 2002, serving as a unique bridge between the consumer and the creator during the height of the 32-bit console wars. It was published by Jonathan Simpson-Bint and edited by Neil West, with other key editors including Chris Charla, Tom Russo, and Blake Fischer. Unlike the glossy, ad-heavy magazines of the era, Next Generation initially featured a heavy matte laminated finish cover stock, a deliberate design choice that signaled its serious, almost academic approach to video games. The back cover had no advertising on it initially, a radical departure from the industry standard that prioritized revenue over reader experience. This clean, simple construction was a statement: the content was the product, not the advertisements surrounding it.
The Anonymous Staff
In an industry obsessed with celebrity developers and star reviewers, Next Generation made a conscious decision to remove bylines from its articles. The editors explained that they felt the magazine's entire staff should share the credit or responsibility for each article and review, even those written by individuals. This collective approach fostered a sense of unity and removed the ego from the writing process, ensuring that the focus remained on the subject matter rather than the author's reputation. The magazine also pioneered a review ranking system based on a number of stars from one to five, which ranked games based on their merits overall compared to what games were already out there. This system forced readers to consider a game's place in the broader context of the medium, rather than judging it in isolation. The magazine also featured regular columns like The Way Games Ought To Be, which was originally written every month by game designer Chris Crawford. These columns attempted to provide constructive criticism on standard practices in the video game industry, challenging the status quo and pushing the conversation beyond simple entertainment. The magazine's content did not focus on screenshots, walkthroughs, and cheat codes, but instead offered deep dives into game development from an artistic perspective. Interviews with people in the video game industry often featured questions about gaming in general rather than about the details of the latest game or game system they were working on.