In a number of places recently (Grumpy Gamer, The Guardian, here) there's been talk of a "New Games Journalism". Articles about games that are neither glitzy reviews nor academic papers, but occupying some of the space between. Longer articles about the impact of a game or interesting encounters that illuminate the games or gamers.
The Grauniad has compiled a list of ten good examples of this type of article. There's some good reading there. I'm slightly surprised that nothing from Idle Thumbs is on there but other than that is hard to quibble.
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