Simon Parkin on Gamasutra writes a compelling dissection of modern game criticism and reviews in his piece PR’s Dirty Little Game With 11th Hour Reviews. He posits that the crowded online space of video game-oriented sites, also packed in by offline publications like EGM and the like which focus on reviews as pre-release buying guides is being played by publishers who rely on these information repositories to provide feedback on their accomplishments.
The discussion is nothing new—you can revisit the Jeff Gerstmann fiasco from last year if you wish to see it chronicled even more sharply—but Parkin suggests a new angle by framing the problem in the light of the persistent deadline rather than focusing on the industry’s unhealthy relationship with its own critics. He says:
…[T]here are simply too many websites about video games. The competition to be first to ‘print’ with a review, while always a consideration in magazine publishing, is exacerbated through the global competitive nature of the net. In this environment many gaming website publishers are willing to publish a final review even if it’s only based on very tentative impressions of a small portion of the game.
The hypothesis here of time-based competition that erodes the credibility of any and all reviews is as, if not more, intriguing than the one presented by Level Up’s N’Gai Croal saying the loosely defined problem is in the relationship between game sites and the publishers. What I think both writers are talking about is two sides of a broader concern over the general level of integrity in gaming-related media. There is an overwhelming glut of sources for video gaming news and most of them at least dabble in reviews (I see the mirror, I’m not ignoring it). But the majority operate under the assumption that the me-first mentality that was incubated in the pre-Internet era where magazines reigned supreme and scooping the competition meant, potentially, a significant newsstand sales boost.
With the proliferation of online news and review sites, the prevailing wisdom was transferred wholesale and the only thing that was adjusted at all was the timetable. Instead of a lead time of a month your carefully negotiated exclusivity deal earned you at best a day or two. When rapid updating came into vogue with blog-style enthusiast sites, that lead shrank to maybe hours as most blog posts, at least originally, were direct links to other sources. You start to factor in blogs that link to other blogs and the rise of syndication via RSS and Atom and eventually lead times are almost worthless yet still fought over as if they somehow mattered.
Supposedly even the hasty link blogs that do little aside from redirecting readers through their ad-supported feeds to the useful information can increase an original source’s pageviews that I guess make the Web go ’round, but I’ve encountered plenty of link rings that end up being self-referential with little clue where the source material might be found. In my very brief stint as a gaming site contributor I found that often the original material was only spoken of and not directly attributed; the destination content was the commentary on some obscure site that casually referenced without attribution some exclusive preview or trailer. Aside from being an obvious source for the rampant rumor mill that frustrates publishers and PR departments, it renders a lot of exclusivity deals essentially moot. At best you could say they foster community discussion and put the subject into the consciousness of the intended audience but that doesn’t really help the publications that act as delivery mechanisms and sell their souls for those kinds of deals, it only benefits the publishers who have all the power in the first place.
And none of this even addresses Parkin’s suggestion that maybe all this first-to-press coverage isn’t even particularly valuable to begin with. You can ask several game reviewers what their mission statement is in providing readers with reviews. They may have some sort of noble, reader-focused concept of providing a buying guide or acting as a stern warning to save thrifty gamers some cash. But that’s a red herring tossed out by entities that understand their livelihood depends on goodwill that exists between them and their readers. In truth they can’t possibly have anyone’s pocketbooks in the forefront of their mind when they’re getting all the games for free. If you eliminate the actual act of parting with money in exchange for entertainment the value prospect becomes purely hypothetical.
It’s easy to cast judgment from the mountain; Tunnels of Doom has certainly printed reviews and though the mission statement indicates a “different way” of handling them, it’s hardly unique or ground-breaking. Even Play Magazine recently published an issue without review scores to encapsulate the text. The truth is ToD has changed somewhat organically from early efforts away from the official one-post review. If you want to know what I think of a game you can check my weekly Gaming Weekend posts where I talk about the games I played. I found that was a more natural way of discussing games because your opinion can change wildly over time. My initial view of, say, Rock Band was overwhelmingly positive. Somewhere in the middle I got frustrated with some of the game’s missteps but you’ll find that there have been a huge number of weeks where the game shows up in the list of titles I’ve had spinning in the 360 and that speaks volumes to how good the game is, how much staying power it has and how easy it is to overlook the faults.
Could that have been summarized neatly? Sure, but not after a week. It took six months for those two sentences to shake out and there’s no way you can get that honest of a testimony about a game with a race-oriented review schedule. I may have been in the midst of my frustrations (many of which were actually addressed with a patch released about a month ago which highlights another point about games: Many are moving targets) and come across as being down on Rock Band. Meanwhile I may have raved about GTA IV, a game which gives a very strong first impression, but you’ll note I haven’t touched the thing in a few weeks. What does that really say about it? Can I give a definitive opinion on it even now? What if I pick it up again once I put down Overlord and find myself seriously hooked on it?
The biggest thing to take from all this is that gaming isn’t a speed-based pastime. Movies are typically under two hours and very rarely over three. The experience of a movie or a book is finite by nature. Games are less so and therefore you at best get impressions, even of narratively structured games, when you try to formulate opinions about them using techniques that were designed for less time-consuming media. What we need are less reviewers that are purporting to act as buyer’s guides and more critics who are trying to serve as commentators on the state of games as a whole and who can reflect on trends or at best identify gems that may be overlooked.
Some non-reviewers are already doing this and the gaming culture responds: Observe Tycho from Penny Arcade and Yahtzee from Zero Punctuation. Whether it’s Tycho’s obsession with complex game mechanics or Yahtzee’s hatred of quick time events, they both critique games more than they actually review them in the traditional sense of the word. But in doing so their opinion becomes even more valuable and as a result they serve the purpose run of the mill reviewers claim to serve. To a certain extent we can expect that some games are going to sell no matter what people say, and suggesting that reviewers are holding any sway is ridiculous to begin with, especially when you consider that the best reviews are reserved for the usual suspects anyway. Metal Gear Solid 4 comes out shortly: Does anyone honestly expect more than an almost imperceptible fraction of reviews to be sharply critical? Does anyone think that even if 100% of the reviews called it the biggest failure since E.T. that it wouldn’t still sell a million copies on the first day?
The integrity of gaming media is in shambles because in equal parts we’ve accepted what they’ve heaped upon us without question or concern and because that media has married itself to the industry it purports to discuss critically or impartially. Faced with an impossible task and an apathetic audience, it’s hardly a surprise we’re left with this farce of an industry.