Reviewers have always been influenced by the producers of goods and have been enticed with gifts to influence their reviews. Bribed, in other words. It’s an open secret how this happens all the time, though social media and how current reviews, especially with movies and games, are being influenced is laughably transparently covered. For example, back in 2014 when Watchdogs was about to come out, Steve Hogarty admitted how Ubisoft had put up an exclusive preview event for the game in Paris, where they gifted reviewers with Nexus 7 tablets. While this one event got some coverage, it’s far from being a rarity, though a normal consumer who doesn’t have any access or ties to any media houses wouldn’t know. Press kits for game journalists in events like this, and outside, tended to be rather expensive. Kotaku may be one of the worst sites around when it comes to objective news and articles, but a post from twelve years ago about Capcom sending them a three hundred dollar chess kit, while mentioning off-hand how EA offered to give them Porsche driving lessons so they’d get to play more of then upcoming new Need for Speed, shows how much the publishers and developers want to influence the media. It isn’t surprising that for each one who declines, there are at least two who say yes. This is an old topic in itself, and this sort of lack of independency between media and providers is always an issue. Sometimes kicking off consumer revolts. If you look up video game press kits on eBay, you can find journalists selling their gifts away. It should make you question why these kits include statues, backpacks and other goodies. If these bribes didn’t work, they wouldn’t be made.
Social media has changed the game quite a bit, especially with Youtubers. The providers don’t work with just media houses any more, but have tied single content creators around their pinky fingers as well. With Star Wars we saw large amount of media applauding the new movies, but after few years these reviews look suspect when the same writers repeat criticism consumers had with the movies in the first place. You can always argue that the reviewers bought the hype and had more objective lens after some time had passed, though that just means these people are terrible reviewers who let their own feelings and views influence their work. Youtubers often are fans making content. Fans’ love towards something is traditionally strong and can be easily exploited. They feel like they’re doing something right for the community and the brand by promoting it, and more often than not the big hits are hanging off from the companies’ strings. If you’re connected to the provider and manage to get exclusive behind the scene views or clips, the more views you manage to rack up. If you get on their bad side, this lifeline will be cut. These are fans hyping up other fans. That’s their job, in effect, and it’s not even a real one. They’re doing these companies’ PR and advertising, hyping titles up to high heavens, and they don’t even get properly paid for it. There is no self-respect at play here. Let’s not get into how Youtubers, influencers and press often get pre-release review copies, sometimes to own, sometimes with a bunch of the merch. You scratch their back, they scratch yours.
We of course come back to The Last of Us 2 and it being review bombed all the while the gaming media is praising it. Oh there are proper review scores all around for sure. It’s just telling how screwed up the system is when customer reviews are being bombed to the ground with zeroes while similarly the official side is hitting it with perfect tens. An old joke in video game reviews is that it’s really just a three-star system, or the range of score goes from 70 to 100, but that’s sort of the reality of it. The more you find popular Youtubers and press media repeating the same points in almost the same wordings and ways, the more reasons we have to ignore them. The modern review system is bust and completely tied to the providers. Social media might be completely screwed with this, outside the ones that are truly independent, but the Internet also allows us to completely ignore content creators who are just marketing, shilling, products to your face. Give all channels and sources you use a hard look. If they’re championing something that’s transparently false or hyping something overtly, they don’t have your best interests in mind. They might be fanboys hyping, they might’ve lost their independence as content creators, the end result is the same nonetheless.
I have to admit that I did go overboard with the Muv-Luv stuff when the Kickstarter was on, but none of that was from the company’s side. I’ve got only friends in the translation team, no connections to the company proper per se, and it’s highly probably nobody at âge is even aware of this blog.
Nevertheless, the Internet has given us the chance to review everything we want on multiple sites, aggregate or not, and voice our own experiences. The onus is put on the consumer in this, which is why aggregates exist to make going through reviews easier, but as you probably know, that’s not exactly a system without faults. Still, if you look at item reviews on e.g. Amazon and read through them, you notice a pattern of mid-range star reviews usually having the best pros and cons. Top and bottom reviews can often be just one word and be left that. That’s pretty much what all these 0 and full score reviews are, empty hate and hype with no value. Not many want to do the legwork themselves, going through review histories and search up opinions from people who haven’t written reviews, resorting to these Youtubers they like and find likeminded to deliver the condensed version. There’s also something about wanting to enforce your own believes and sticking with the group mentality. It’s either cool to like or hate something, join the mob, despite the mob being driven and created by providers for profits. Nothing is more profitable for providers than zealots and true believers, as dropping something that they agree with can get you nice profits. However, bet on the wrong horse, and you’ll alienate the rest of the consumers. If you bet worse and the horse gets injured behind a bush like Silence Suzuka in 1998 Tenno Sho, it’s not hard to find yourself with diminishing revenues on the long run despite all the influencing and hyping.
As stupid as it sounds, stealth marketing has crept into every area of media we consume. It’s tiresome to take everything as suspect and wage through dozens of options and reviews just to find if something like headphones work for you. The amount of reviews and opinions will ultimately always overwhelm you, and in the end, the only proper way is to educate yourself on the subject to some extent base your decisions on that. A bit hard for video games and movies, but just like with everything else, having experience and foreknowledge about the subject helps you a long way. In the end, intuition is learned through experience. The good ol’ argument of giving something a go before you make a decision or the like doesn’t really apply with games and movies, or any entertainment media, as the provider gets your money even if you didn’t end up liking the product. Movie trailers rarely do any justice to the movies, as they’re made to market it. Game demos on the other hand almost died out completely, because they ended up representing the games a bit too well and impacted sales negatively. Piracy of course is the great controversy, as it’s claimed to negatively impact sales even when in reality people tend to use it as a method to test drive movies and games before committing to a purchase.
Any time you see someone holding a torch to something, giving it higher quarter score, go through it with extreme criticism. Reviews on Disney Star Wars, Marvel movies, The Last of Us 2 or any other high-profile piece, including Star Trek Picard, are under suspect, and through them, every other reviews these content creators have. If their standards and level of criticism yields 10/10 with only minor issues here or there, there’s something amiss. Look for authenticity in the reviews you look for.