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Game PR: If you need to sh*t on a game, do it after we've sold some copies photo

MTV Multiplayer is in the midst of "reviews week," discussing a subject very close to my heart. Yesterday I provided the indie take on Multiplayer's "Bill of Rights" for game reviewers, and today I must share this interesting story that MTV dug up, courtesy of former Gamespot reviewer Alex Navarro.

When reviewing an un-named Wii launch title, Navarro had a most intriguing request from the PR company handling its publicity:

If the review is 9.0 or higher you can post immediately. Lower than 9.0, could you please hold until launch day, November 19th? Thanks.

Navarro also said that this wasn't exactly a unique request, either. It really shouldn't surprise anybody that a publicist would want the bad reviews held off until launch day, but damn, 9.0? They're not asking for much, are they? GameSpot eventually bought their own copy after launch and panned it. It clearly wasn't an Eidos game then.


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50 comments | showing # 1 to 50

ParaParaKing's Avatar
ParaParaKing at 05/29/2008 06:23
PR companies are stupid.
AgentMOO's Avatar
AgentMOO at 05/29/2008 06:29
What's the point of a review then? It's supposed to be an educated opinion as to whether I should plop down my $60 and the sooner the better.
Volomon's Avatar
Volomon at 05/29/2008 06:33
On one hand I can see the issue, but on the other it's like were probably paying for these reviews. Like I purchase magazines, but I also check out websites. In a way we are added to their revenues by seeing/clicking their ads.

The way I see it they should serve us first. Far to often reviewers get chummy with game companies who churn out crap.
wardrox's Avatar
wardrox at 05/29/2008 06:34
"If you are going to be nice, feel free to say so early"

Seems perfectly reasonable to me. I don't get this high-and-mighty thing some of these people are giving off. The game companies want to do well, so what!?

Some reviewers need to get of their soap box once in a while. Imho, reviews should expect to pay for every game, and it should be a nice surprise if a company is kind enough to gift them a copy.
Volomon's Avatar
Volomon at 05/29/2008 06:34
On one hand I can see the issue, but on the other it's like were probably paying for these reviews. Like I purchase magazines, but I also check out websites. In a way we are added to their revenues by seeing/clicking their ads.

The way I see it they should serve us first. Far to often reviewers get chummy with game companies who churn out crap.
Volomon's Avatar
Volomon at 05/29/2008 06:37
Damnable Destructoid there are always some issues either the website doesn't load or it loads funny or something else. Anyway have you guys noticed gamestops new review system, its a 7-10 system and if the game is worse than that they put n/a.
Qraze's Avatar
Qraze at 05/29/2008 06:38
fncking ay.
Kryptinite's Avatar
Kryptinite at 05/29/2008 06:40
LOL...fuck PR companies.
notdryad's Avatar
notdryad at 05/29/2008 06:44
Oh, reviewers? You mean those guys that paid by developers to tell me how great the games are?
Y0j1mb0's Avatar
Y0j1mb0 at 05/29/2008 07:07
If reviewers really want a change from this, why not out these people who are requesting this ? How about Navarro just say such and such company asked this of me, instead of saying some un-named Wii title and publicist, just put it out there.

The more it's relegated to the shadows the less likely people will see it and cause a ruckus.
vishusdelishus's Avatar
vishusdelishus at 05/29/2008 07:15
Let's be fair about something - this wouldn't seem so rediculous had reviewers not relied upon the now infamous 7.9-10 scale of review scores (I'm looking at you, IGN).

Reviews are also completely subjective and offer a mere opinion on whether a game is good or not. If a reviewer pukes all over the game I slaved over for 5 years and truly believed in I would get a bit defensive about it too.

There are more less-than-credible reviewers out there than ones I respect, ones who just like to stir up controversy to get page views. The whole system is broken really, I'm surprised game companies send out review copies at all anymore.
vishusdelishus's Avatar
vishusdelishus at 05/29/2008 07:18
Also, PR companies are paid big money by game developers to manage the public perception of their games...at the very least they can fire off an email and ask for mercy during the review process.
notdryad's Avatar
notdryad at 05/29/2008 07:22
@Vishuh

Subjective? Doesn't seem too subjective to me when I see GTA4 getting all 10s in every category. Seems like more and more the score is just a measure of how much money was included with the review copy.
Spectreman's Avatar
Spectreman at 05/29/2008 07:25
* It was one of motives that made ubisoft blocked EGM. Ubisoft allow assassin creed reviews with high score be posted online early. So, 1up put your review too, but was 5.5.
Demtor's Avatar
Demtor at 05/29/2008 07:31
Blah, PR people. I have no use for them as a gamer. They spin, lie and bullshit their way to more sales of a game they probably never played themselves.

I think reviewers in general aren't harsh enough. I understand its hard for them to be when they rely on those same developers for inside stories and advanced copies but I'm so sick of terrible games getting a pass. If a game sucks, say so and state all the reasons why in a giant rant. Let the chips fall where they may and then deal with it is what I say. But then again... my livelihood isn't dependent on relationships with game companies so its easy for me to say.
vishusdelishus's Avatar
vishusdelishus at 05/29/2008 07:33
@notdryad

...supposedly subjective haha. I agree with you, good review scores are the equivalent of payola for radio airplay.
Clance's Avatar
Clance at 05/29/2008 07:34
Let's just be perfectly honest here:

- They make a game
- They know as much as anyone if it's shit or not.
- Do you send it out for review before release? Well, no. in order to sell more, make more money and, in turn, keep the industry going.

Is anybody really surprised that this happens? They are just trying to do as well as possible and I can't blame them really. OK, so maybe they shouldn't make shit games but sometime people have less of a budget, new staff and not 4 years like Rockstar.

Still doesn;t mean they can't go home to their wives and say "I'm proud of my work and I'm not going to let some smug geek who could never quite make it into my position tell me any different".
-
Rockvillian's Avatar
Rockvillian at 05/29/2008 07:39
Either a low score posted before launch day or a low score posted after launch day, the people that listen to reviews will keep listening to reviews, and the fans of the game that pick it up at launch will pick it up at launch. And of course, the uninformed will buy it regardless. I'm sure Haze is doing just fine, though their PR campaign did a good job of tricking lots people into thinking it was worth paying 50+ bucks for.

I don't think this is a really big deal though, besides the PR company not having any faith in their product and going about PR'ing in an immature "Don't tell!" way.
Volomon's Avatar
Volomon at 05/29/2008 07:42
@Rockvillian I think what it is is the word of mouth power those who would pick it up since they don't read reviews might listen to a friend who says it sucks. It becomes a wider and wider known fact that it sucks as each person tells the next.
Joseph Leray's Avatar
Joseph Leray at 05/29/2008 07:46
What we tend to forget around here is that we're in the small minority -- people who understand gaming are a lot rarer than the people that buy them. I'm with Rockvillian on this one. Haze is doing just fine.

When it comes to game sales, marketing budget>review.
Professor Pew's Avatar
Professor Pew at 05/29/2008 07:48
Funny, kinda like how they usually don't screen terrible movies. I guess we can take a cue from it and start worrying if the reviews don't show up around the launch date?
Face's Avatar
Face at 05/29/2008 07:50
Lol +9.0 games on the wii. j/k

In all fairness there is prolly much more shady goings on between pubs and reviewers than this so it's hard to care.
foxhound009's Avatar
foxhound009 at 05/29/2008 08:05
@Jim Sterling:

please change the picture...
I feel sick..
<pukes>
Mxyzptlk's Avatar
Mxyzptlk at 05/29/2008 08:38
@ foxhound009: Why do you hate naked mole rats?

Demtor's Avatar
Demtor at 05/29/2008 08:52
Yes, more Katie Price pictures and less penis looking rodents.
Kryptinite's Avatar
Kryptinite at 05/29/2008 08:56
God that picture is horrible! Someone else write an article already!
Misanthrope's Avatar
Misanthrope at 05/29/2008 09:45
This is alarming cause it means legal means of fair warnings by independent blogs like this might become even more rare. The publishers need to learn that this will only backfire on them and actually slow down and decrease their sales: everybody will turn cynical on guys like "cashwh0re" and the days of massive opening days and tons of preorders will eventually be over after the gamers have been burned out one too many times.

Then again gamers nowadays seem too stoned themselves to really care and buy based mostly on hype so a part of me is scared that they think little of the average gamer cause there really is little to think about them...
Leathersoup's Avatar
Leathersoup at 05/29/2008 10:01
@Vishusdelishus

If someone slaves over a game for 5 years and it turns out to be a pile of crap, they should probably look into a different line of work.

Just because someone has worked on something for a long time doesn't mean that the general population has to bow down and praise the person.
loki d20's Avatar
loki d20 at 05/29/2008 10:10
If someone slaves over a game for 5 years and it turns out to be a pile of crap, they should probably look into a different line of work.

Completely unfair comment towards the majority of people who work on a game. There are but a handful of people who make the decisions that determine the quality of the game. Much of the others deal with changing requirements, flip-flopping concepts, and trying to just get their job done to the best possible when it typically is never enough.

Many of the people who work on a game can do the best job possible, but the result can still suck because they're only doing their job and not making any of the decisions or ensuring that everyone else is turning in as good of work as they are.
vishusdelishus's Avatar
vishusdelishus at 05/29/2008 10:18
@Leathersoup

Maybe those people that worked on the game for that long don't think it's a pile of crap and are proud of their accomplishment. Case in point: Too Human. Dennis Dyack is trying really really hard to shake the perception that his game sucks, and this is the general consensus BEFORE anyone has actually played it.

Whether the game turns out to be good or not they're pretty much dead in the water already, and that's too bad because nobody has actually played it yet.
-PL-'s Avatar
-PL- at 05/29/2008 10:20
Alright, how did you get a picture of my scrotum and why is it on the front page?
luoxiang22's Avatar
luoxiang22 at 05/29/2008 10:23
Suits, man. No wonder gamespot.com saw such a huge exodus of reviewers. I shudder to think what happens at IGN.
mmmpek's Avatar
mmmpek at 05/29/2008 10:55
maybe there should be a set of reviews that are meant to be seen by the general public which are made up of 10/10s and 11/10s, and another secret set of reviews for us ultra elite hardcore gamer dudes and dudettes.

i dont know very many casual gamers who actually go online and read reviews tho. they mostly walk into a game store and buy something almost arbitrarily.

but hey, maybe if really shit games get awesome scores they'll make even more of those gems! we'll never go hungry for shit games again!! ^_^
Wootex's Avatar
Wootex at 05/29/2008 11:34
"GameSpot eventually bought their own copy after launch and panned it. It clearly wasn't an Eidos game then."

This statement makes absolutely no sense.
Agent Orange's Avatar
Agent Orange at 05/29/2008 11:50
@ Wootex

It does if you remember the Kane & Lynch fiasco from a few months back.
brainderailment's Avatar
brainderailment at 05/29/2008 12:10
Yeah, there should be rules about this shit, such as payola.
Corak's Avatar
Corak at 05/29/2008 12:12
Not all that shocking from a PR company standpoint. Its their job to try to ensure the product given to them does the best it can. Is it detestable, yea, but its what a PR company does. I'm not saying that's how it should be, and that it shouldn't change, but having dealt with PR people before this doesn't shock me that much.
Usedtabe's Avatar
Usedtabe at 05/29/2008 12:43
So this is why the reviews for Enemy Territory:Quake wars didn't come out til yesterday(360/PS3). Not suprised.
AgentMOO's Avatar
AgentMOO at 05/29/2008 12:53
The games industry should follow the movie industry's example: the standard is to give early copies to reviewers, but if the movie is shit, they hold back. Once a product is in the hands of a reviewer, the publisher shouldn't have a say in the verdict.
MechaMonkey's Avatar
MechaMonkey at 05/29/2008 13:25
Not surprising at all. They're PR people, this is their job. I sincerely doubt this phenomenon is solely relegated to the field of video games.
Paustinj's Avatar
Paustinj at 05/29/2008 15:26
Yay Rufus
Milkman519's Avatar
Milkman519 at 05/29/2008 16:49
Yay for Alex Navarro spreading justice throughout the game industry. Unfortunatly, we won't see any more Navarro reviews because he recently took up a job with Harmonix. Now print that shit! DESTRUCTOID EXCLUSIVE!
Pacopaco's Avatar
Pacopaco at 05/29/2008 16:56
@Leathersoup

Unfortunately, this is rarely the situation. The problem more often than not is with those in decision-making positions not knowing their ass from a hole in the ground. These people think they know what's best for the game in terms of appeal and sales figures but they really don't. They end up calling for changes large and small without understanding anything about how it might affect the gameplay, story, pacing, etc. and end up screwing up the game - which then gets blamed on the main developers when reviews come in.

It's the same with movies, too. Say a skilled director, cast, and crew create a great film for a big company - they still have to deal with big producers, studio heads, and other people of high authority who want to make asinine changes to the film during all stages of production in order to make it more appealing to the masses (i.e. dumb it down). As someone with this sort of experience, it's infuriating beyond belief to watch your hard work and creativity tainted by such clueless morons - and let's not even get into "focus groups."

I think anyone who has had to work under an incompetent boss or superior gets the idea.

Anyway, this is not always the case, but it does happen more often than we hear about.
mistic's Avatar
mistic at 05/29/2008 23:52
like that's such a huge surprise...

we all know the professional-video-game-websites are crappy sellouts, that's why we are here in the first place :-D
cjpkiller's Avatar
cjpkiller at 05/30/2008 02:53
not surprised.
Knives's Avatar
Knives at 05/30/2008 02:54
I agree with Rockvillian
Mutant Pope's Avatar
Mutant Pope at 05/30/2008 05:32
also no surprised. they're out to sell a game. they're just trying to boost sales. It's their job. And reviewer's job is to give an honest response on the quality of the game, regardless of when the review is posted.
dono's Avatar
dono at 06/03/2008 12:26
glad you made the point that it was the PR company that was hired to promote the game and NOT the publisher that was pulling that crap. let's all hate the the PR suits (who are explicitly paid to pull crap like this) and not the people who make the games (shitty or not)
JonDarkwood's Avatar
JonDarkwood at 06/18/2008 00:30
Just don't apply this rule to all of the Brain Age and Nintendogs ripoff shit on the DS. Those don't sell copies.
mikeyed's Avatar
mikeyed at 07/13/2008 16:41
Just don't the game on launch day. it's as easy as that. wait until you see a real concordance of reviews on a game, THEN buy it. I don't trust reviews from people i don't trust.
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