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The Media Entertainment Games

The Contempt of Publishers for Game Reviewers 56

Newsweek's LevelUp blog is, without a doubt, one of the smartest voices in games writing today. For a great example of that, look no further than N'Gai's recent discussion of 'Gerstmann-gate', which focuses not on the particulars of the incident but what it means in a larger context. "The Gerstmann-C|Net incident, therefore, suggests that having successfully stage-managed the first two parts of the [game coverage] process for years, thanks to the generous spirit in which previews and features have long been written, certain publishers may now be flexing their muscles more forcefully when it comes to the third: reviews. This publisher-editorial tension, as one journalist from an enthusiast outlet informed us, is at its most contentious during the run-up to Christmas, because the pre-holiday period is the time of year when stakes are highest for some companies. That's even more true during this holiday season, which despite the absence of Grand Theft Auto IV will go down as one of the most competitive on record, loaded as it is with AAA hopefuls all seeking their place in the sun." And indeed, perhaps some portions of the games market have 'transcended' these petty squabbles. Certainly EA Casual doesn't care about reviews, and who really needs a game reviewer to tell you whether Brain Age 3 is any good? To revisit the reason this article was written, we turn again to Joystiq, who has been following it closely.
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The Contempt of Publishers for Game Reviewers

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  • For years I really wondered if the guys playing these games were getting paid to say "nice things". This whole thing has just confirmed that sentiment.
    • Penny-Arcade [penny-arcade.com] brought up this issue up recently after Jeff Gerstmann was basically let go from Gamespot because he gave a less than favorable review of a game that they were heavily advertising on their site. That's the problem when sites that review games are also on said games advertising payroll.
    • I run a games review website and I can honestly say I have never been paid or even asked to say "nice things" about any game over the last 12 months. Admittedly I hold little or no sway over the market, but you would think that would make me an easier target! They just send me a game, give me a deadline and expect honest and balanced reviews!
  • by CastrTroy ( 595695 ) on Thursday December 06, 2007 @11:49AM (#21598657)
    If you make games that don't suck, and that are innovative, then you have nothing to fear from game reviewers. Most of the time, they don't give bad reviews to good games. Sometimes a good game will get a bad review from a couple reviewers, but not often.
    • Re: (Score:3, Insightful)

      New and innovative games are a risk though. Just look what happened with the Wind Waker. At its core it was The Legend of Zelda and it had great gameplay and visuals. But a lot of people didn't like the look of the game so they stayed away from it. I remember reading reviews on it saying the game was only fit for 'mewling kittens'. Mind you, not ALL games are like that, but I imagine developers still see these sorts of projects as too much of a risk. Have a look at how many companies are either making MMORP
      • by CastrTroy ( 595695 ) on Thursday December 06, 2007 @12:21PM (#21599193)
        I stopped buying PC Gamer a long time ago. It use to be at least 1/2 inch thick. It used to give honest reviews. I remember some games getting ratings of 42% or something like that. If a game was bad, it got a bad rating. Lately, I haven't seen much reason to buy it. There's much less content then there used to be, more percentage is ads, and the reviews aren't as good as they used to be. PC Gamer has to remember that their main customer is the person buying the magazine. I think they have lost a lot of readers since their early days.
        • by enderjsv ( 1128541 ) on Thursday December 06, 2007 @01:47PM (#21600657)
          "42%" is certainly a thing of the past. What bothers be about reviewers today is how they describe their rating's scale. 5/10, they say, is average, yet very few games ever get scored below that. It's almost as if the game reviewers are afraid to say "this game is below average", so they create a fictitious average and hope the readers and publishers don't notice.
          • 5/10 could be average even in spite of the fact that most reviews you read are for bigger scores. They might just choose to publish the good reviews; given two games, one worth 2/10 and one worth 8/10, they might decide that it is not worth the time and expense of writing and publishing a review of the 2/10 game. You, as a reader, would perceive their average to be 8/10, but the average of the games the reviewers played would be 5/10.
        • by SQLGuru ( 980662 )

          PC Gamer has to remember that their main customer is the person buying the magazine
          Actually, the advertisers are their main customer........how many of you actually pay for individual issues or subscribe? I'm sure the subscription revenue is very small compared to how much they make on ads.

          (Like most /. posts, I have no facts to back any of this up.)

          Layne
        • by CFTM ( 513264 )
          Actually, from a business perspective, PC Gamers main customer is the companies advertising in their mag; their readership base probably barely covers the cost of production whereas advertisement is where the actual money is made. So the readership base is necessary for there to be ad sales but companies tend to listen to where the money comes from before the readership base...
        • by murdocj ( 543661 )
          The latest issue of PC Gamer had a pretty even distribution of scores from 50% up to 95%. I'm willing to believe that the editors are giving honest reviews. What's interesting is that if you listen to the pcgamer podcast, a couple of the editors will rave about a game and say that it's one of the best ever, and then another editor will say "I just don't see it, I tried it out and it seemed like just more of the same".

          So it sounds like a lot of game scoring is just a crap shoot. Stuff like bugginess can b
    • Comment removed based on user account deletion
      • Re: (Score:3, Funny)

        Rumors?! If it appears in here [penny-arcade.com], then it must be true!
        • Well, it's C|Net's fault for letting rumors fill the void of missing truth. Maybe they're foolish enough to not have any PR or Communications professionals over there, but it's pretty easy to see that if C|Net/Gamespot only denies that any wrongdoing happened rather than providing their own version of the story (even if it's heavily edited), only the rumor will prevail and after long enough (which isn't very long on the internet) the rumors supplant truth.
    • The point of at least one of the articles was that the criteria used in many game reviews of what sucks and what doesn't isn't in touch with the actual consumers of the product. From the article on EA Casual: "20-something guy reviewing a game like THQ's Cars is pretty pointless--can he possibly play the game from the perspective of a seven-year-old who idolizes Lightning McQueen?". It is pointless to whine that the mechanics of Cars or the newest Harry Potter game are not realistic since people like you wi
      • Well then the reviewer sucks, and isn't doing their job correctly. Maybe as part of the review process they should have to watch someone from the target age group play the game. That's what parenting magazines do when reviewing children's toys. I don't see why a game review magazine/site should be any different. Just for the record, my wife bought Cars, because she likes simple driving games. I found it to be quite a good game. It was well done, and actually much better than I expected from a game made
  • I want to know what the AAA titles are this year.
  • by Rolgar ( 556636 ) on Thursday December 06, 2007 @12:09PM (#21599023)
    Don't send a copy to the reviewer/publisher. At least you'll get your opening day sales before they can go buy the game and review it a month late in their magazine. Of course, you'll be giving up all kinds of 'free' advertising (hype) if your game is of the type that would benefit from hype.

    Word of mouth, or user reviews are still the best advertisement a game will ever have. Professional reviews are just people who do it for a living. I've never had a gaming magazine, but I always check user reviews at places like gamespot.com or metacritic before I consider spending my money. If you don't pony up with the reviewers, I'll still get the same information I have had before, and other people will resort to waiting instead of buying on opening day unless you're selling Halo 4 or Spore, which many people will still wait to read some reviews.
    • The reviews of games with free small easy to get demos are irrelevant to me. I'm capable of making up my own mind. If your game is good, a demo is the best possible marketing or PR you can get.
      • Re:Or release a demo (Score:4, Interesting)

        by fotbr ( 855184 ) on Thursday December 06, 2007 @02:29PM (#21601465) Journal
        I'd like to see a return of demos. Some are starting to do that via demo releases on STEAM and elsewhere, but "back in the day" circa 95-96 it seemed like a majority of "AA" and "AAA" titles had demos, usually distributed via game magazines with demo cds, which in turn made the magazines sell more (easier to buy the magazine than download everything via modem, and often cheaper too considering "pay by the hour" was still a common ISP business model).

        I don't think we should go back to demo dvds to sell magazines, but using services like STEAM to make free demos available would be a big improvement over the paid-for "reviews" being pushed by game sites now, and would provide a relativly convenient location to find demos of games you haven't heard of, instead of the current situation of hearing about a game, sorting through all the previews and links to pay-for-download services to eventually find the publisher's download.
        • You can find a bunch of pretty decent demos over at http://www.fileplanet.com/ [fileplanet.com] if you go over there and look. Sure, if you don't subscribe to it, they can take a while to download, but many are worth it.

          Here's the problem with demos, imo. They are very polished little snippets of the game, and they don't reflect the reality of how good the actual gold version of the game will be. They are great to see how the basic mechanics of the game are in most cases, but they won't tell you if the game is buggy as h
        • Agreed. The only reason I purchased Bioshock at launch was because of the demo. I refuse to purchase any PC game that I haven't tried out in one way or another.
    • Movie sucks? Don't screen it to the press and hope you make some cash before the negative word of mouth gets round.
      • Movie viewing is a different breed of entertainment. I'll drop $6 on an early show on a whim, but I won't spend $40-50 without reading reviews. I'm not willing to risk that kind of money on a potential stinker.
  • It's no secret.. (Score:2, Insightful)

    by dTd ( 134414 )
    This has been going on aand discussed on many different topics for my entire adult life. In one instance it was motorcycle magazines or car magazines or computer magazines and now online game review sites. All have their hand in the advertising cookie jar which makes reliable reviewing a huge conflict of interest. Kodus to the honest reviewer for giving truth a chance. /dTd
  • Well, it seems the only logical solution on how to close the Pandora's Box is to stop reading enthusiast gamesites, and to get traditional (read: with actual editorial values) media sources to take video games seriously enough to hire quality reviewers and talent.

    There's already at least a few "current affairs" sections (Tempo, Entertainment, "Quality of Life", whatever you want to call it) around... why not digital entertainment?

    If people start leaving Gamespot in droves, it *might* catch traditional media
  • by doublem ( 118724 ) on Thursday December 06, 2007 @12:57PM (#21599755) Homepage Journal
    So how does one get started as a game industry "I'll give you lots of stars" game shill anyway? What does it pay? Can I do it part time?
    • by Intron ( 870560 )
      Start small. You can get a few bucks for being a shill on slashdot.

      By the way, have any of you played Super Columbine Massacre RPG? It's awesome!

  • So... (Score:4, Funny)

    by Kingrames ( 858416 ) on Thursday December 06, 2007 @01:23PM (#21600163)
    Is Brain Age 3 any good? they didn't say!
  • Definitely RTFA (Score:3, Informative)

    by Alexpkeaton1010 ( 1101915 ) on Thursday December 06, 2007 @01:31PM (#21600353)
    TFA is one of the best commentaries I have seen in a while.
  • Bribes aren't needed (Score:5, Informative)

    by Anonymous Coward on Thursday December 06, 2007 @01:57PM (#21600833)
    There's this idea that the game-reviewers are all paid off, and that's why otherwise mediocre games are reviewed so highly. But directly supplementing a reviewer's salary (or the magazine's coffers through increased advertising) isn't necesary. The game-publishers can effect their ratings in other ways.

    For instance, many publishers bring in reviewers to play the games in the developers' offices. Now, one could argue that this already is a bit sleazy; the reviewer isn't getting the same experience as the customer. The REVIEWER isn't going to have hardware incompatibilities. But even overlooking this bit of unfairness, the experience can't help but be effected positively. I mean, there the reviewer is, wined and dined on the developer's dime, playing a game surrounded by the developers who, understandably, are excited about their own product; how can a reviewer not mark up a game in an environment like that? The developers aren't directly paying off the reviewer for five-stars, but their actions can't help but boost the score.

    And it's not just a one-time event; developers play to reviewers for years; they bring the reviewers in years before release to see initial concepts ("Hey Matt, we're announcing Starcraft II! We don't have any game yet, but come over to our office and see the concept art!"), preview tests, E3 parties, etc. Often, the reviewers can't help but form relationships with the developers, and that can't help but effect the score either. Reviewers are no more immune to the hype-machine than anyone else.

    And even if a reviewer is being on the up-and-up, there are still ways to manipulate the score; for instance, if you're developing a first-person-shooter, ask the publisher that an FPS Fanatic reviews your game. If FPSFanatic writes a glowing review, it's not because he's been bribed or the magazine was promised more advertising; rather, it's because he'll give four-stars to anything that even vaguely resembles Doom.

    So don't assume that all five-star reviews for otherwise average games (Bioshock) are because there is rampant corruption in the industry. As often, it is simply because the developers are gaming the system in ways that don't directly involve payola.

    • I would counter that I'd rather see an honest (and preferably self-confessed) FPS fanatic reviewing FPSes.

      For example, I'm a bit of an RPG hound myself. I would consider it a disservice if I chose not to buy an RPG based upon a magazine having FPSfanatic, who hates RPGs, do the review. Later, I hear about how legendary this RPG is, but it's out of print and I can't get it anymore.

      I would also hope that a fanatic for the genre would have taste within it and at least recognize that there are good and bad.
    • I would still describe what you outlined as corruption. It's just more subtle. Like what lobbyists often do in Washington.
  • by KeatonMill ( 566621 ) on Thursday December 06, 2007 @02:31PM (#21601497)

    While we've had controversy in the past with fake movie reviews, there's never really been a question about bribed movie reviews.

    Why is this? I think it's because movie reviews are advertised by the reviewer, not the paper. You don't open up the Chicago Sun-Times to read the Sun-Times movie reviews, you open up the Chicago Sun-Times to read Roger Ebert's movie reviews. For games, however, with the exception of people like Yahtzee and his "Zero Punctuation" [escapistmagazine.com] reviews, write-ups are advertised by the site as a whole. Read the Gamespot review! Read the IGN review! Compare the Metacritic pages for a film [metacritic.com] and a game [metacritic.com] and you'll see what I'm talking about.

    So how can we fix this? We need higher-profile game reviewers and for that to occur we need more games to be viewed as art -- or at least as a viable form of expression/story-telling. Just as Hollywood legitimized the movie industry by telling compelling stories and setting up a system of internal rewards for good products (Oscars), we need something legitimate for video-games.

    Is that ever going to happen? Who knows.

    Of course the whole thing might just be pointless because with demos and such people can get a much better sense of the game than anyone can get with a movie trailer.

    • by Zarhan ( 415465 )
      It has happened in Finland, with Niko Nirvi [wikipedia.org] - and per capita the magazine he's writing for is one of the most popular gaming magazines in the world. In his op-eds he has sometimes mentioned a few people he recognizes as similar to himself, one of them being Martin Cirulis (who at least at some time was working for OGR).
      • Very interesting -- wish his reviews were in a slightly more readable (to me) language; while I speak many dialects of Computer, my dialects of Human are quite limited. :-P
    • by dwye ( 1127395 )

      So how can we fix this? We need higher-profile game reviewers and for that to occur we need more games to be viewed as art

      They need not be viewed as art, just as something worth reviewing. Car magazines do not view the average car as art, but some can still produce valid reviews.

      When the reviewer puts his name on the article, and appears often enough to get a reputation, readers will be safe from paid reviews (providing that they check into the magazines that reviews reviewers :-).

      • That's an interesting point --- oddly enough, the car reviews that I read are in Consumer's Reports, a magazine that does not identify its reviewers.
  • It's interesting how publishers and developers have their own unique love/hate relationships with game reviewers. Both publishers and independent dev studios (like the one I work for) spend a lot of time mad at reviewers. We developers don't just want good reviews, many of us want *fair* reviews. Whereas the publisher is just doing what any corporation would do, i.e. whatever it takes to maximize profit. Generally speaking I think that reviewers need to be the ones upholding the journalistic standards here.
    • by fayd ( 143105 )

      I think that most of us will see a movie on a lark, or a trailer.

      Yup. A $6 matinee ($12 with a SO.) and a 3 hour time commitment (including travel) is a lot less than a $50 (pushing $60 these days, plus taxes) and 20 hour commitment. Yeah, some games suck so bad we give up a lot sooner than 20 hours. But many games are so in-depth, you've usually sunk at least that much time into the thing before giving up.

      A movie costs very little compared to a game. Of course I'll go see a movie that looks decent on the trailer, long before I buy a new game. Not that I do much of e

  • It's counter to what a reviewer is trying to do. As a reviewer, who is probably trying to market said product, is going to say whatever it takes to get people to buy the game being reviewed.

    I have been known to talk trash but then I realized, talking down on a product doesn't make people want to buy what you have to sell.

    How do you sell a products like Mass Effect and Assassin's Creed, when they honestly aren't that great? You hype like everyone else, that's how.

    By all means, buy those games please :)

  • Bluntly, anything else is bollocks.

    If you want to know whether a game is any good, grab your average related message board and start reading. Here you have people who bought it and have no obligation whatsoever to play nice with the publisher. They're their customers, and not dependent on them in any way. They will tell you whether a game is good or stinks.

    Yes, you won't get to see some arbitrary number pulled out of someone's rectum to describe how good or bad a game is. But when you read pages after pages
  • Their point seems to be that casual gamers don't read reviews, and therefore bad reviews don't matter.

    But the reality is far more serious (and dangerous) to the entire industry: casual-gaming customers who don't read reveiws and buy bad games, are disappointed and may stop buying games altogether.

    So EA's dismissive nature of reviewers is representative of a dangerous mindset which will ultimately harm the entire industry.

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