MinnMax

MinnMax launched as a digital media hub in Minneapolis, driven by a trio of former Game Informer staff members: Ben Hanson, Kyle Hilliard, and Jeff Marchiafava. The collective built its reputation on a Patreon-first model that prioritized direct creator-to-audience relationships over traditional advertising revenue. Their flagship weekly podcast, The MinnMax Show, became the anchor of this ecosystem, featuring a rotating cast of hosts who discussed video game reviews, industry news, and personal anecdotes with a casual, unpolished charm.

The brand carved out a distinct space between professional journalism and fan commentary by leaning heavily into its local Minnesota identity while maintaining global reach. Unlike corporate giants that dictate content through studio mandates, MinnMax maintained editorial independence by relying on subscriber support. This financial structure allowed the team to produce long-form interviews, deep-dive documentaries, and live streams without external pressure, fostering a tight-knit community atmosphere that valued authenticity above production gloss.

Over time, the organization expanded beyond gaming culture to address broader social issues affecting their base. In early 2026, the group organized massive charity livestreams during an immigration enforcement surge in Minneapolis, raising hundreds of thousands of dollars for rent assistance. These events highlighted the brand's ability to mobilize resources quickly, blending entertainment with activism. Despite recent controversies involving key personnel and a strategic shift away from X/Twitter, the core operation continues to thrive through its dedicated patron network and YouTube presence. [edit]