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Opinion: 'PRís Dirty Little Game With 11th Hour Reviews'

Opinion: 'PRís Dirty Little Game With 11th Hour Reviews' Exclusive

May 27, 2008 | By Simon Parkin

[In a sharply worded opinion piece, British games journalist and producer Simon Parkin discusses how limited access to Rockstar's Grand Theft Auto IV may have affected its initial reception by the press, suggesting that withholding pre-release versions may be affecting reviews of many big game titles.]

Judgments cast before they'd been adequately weighed; words sold before theyíd been properly valued; shallow opinions that should have been presented as the first word in a conversation but were dropped with the clacking gavel pound of a conclusion. Yeah, every writer has regrets.

Four weeks ago in this publication I referred to Grand Theft Auto IVís depiction of immigrants as being more nuanced and sympathetic than that demonstrated by the exquisite Baltimore-set television drama, The Wire.

The exact words were: ď[Niko Bellicís] portrayal should do more to warm viewers to illegal immigrants than any of the (nevertheless awesome) characters in, say, the culturally-acclaimed TV series, The Wire.Ē

While it seems like a harmless enough statement it was an idiotic comparison considering the heavyweight dramatic nature of the television series and the shits-and-giggles, tongue-in-cheek parody of the video game.

But whatís really nagged and irritated me over the following weeks is that, with a little distance and perspective, the bold proclamation was so obviously made, like so many from within our industry, with the aim of elevating video games to the respectability of more established media via bald association.

The opinion piece was written following a short weekend's playing of the game just prior to its release and, as Iíve played on through the rest of the story, the fault lines in that specific claim have become ever more apparent. While I adore the slow pacing of the first few hours, the way Nico starts off on the straight and narrow and is dragged into the shadows of the American Dream by forces of poverty and necessity, the game soon enough swings into full adolescent-posing-as-adult narrative fizz.

Thereís nothing particularly unusual or wrong with that, especially when sat alongside Hollywoodís output, but claiming it has anything particularly meaningful to say about the immigration issue is stretching the game beyond its purpose.

More interesting than this whiny narcissism are the forces that brought about my (and ten thousand other professional) snap judgments of the game.

In the weeks prior to GTA IVís release, Rockstar made promises that print and online publications would receive early review code so that they might fully ingest and digest Liberty City in order to deliver mature and balanced opinions on its day of launch.

In reality, this was not the case, with precious few publications getting to spend prolonged time with the game ahead of release. The first review of the game came from the UKís Official Xbox magazine bearing the worrying caveat ďbased on unfinished codeĒ.

Eurogamer, wise to the fact promises of AAA title retail code Ďa week before releaseí are rarely upheld, arranged to play through the game over a period of days in Rockstarís offices instead (along with a couple of other UK publications). From speaking to other editors (some of high profile titles) this was not an opportunity offered to all and, when review code failed to turn up the week before release, many were left panicking about how they were going to serve their readers in a timely manner with any integrity.

The reason for the withholding of review code was, according to Rockstar, a result to the gameís leaking onto the internet seven days before its release. Speaking to the company at the time it was claimed that this leak came from an unscrupulous journalist.

As a result, there was a lock down on all review code: everybody would get their copy just one day before the gameís release, and, despite the wonky logic (after all the game had already leaked to those with the capability to play it so why punish the many for the indiscretion of the few) there were to be ďno exceptions, no argumentsĒ.

At best then, by the time the game had been played, copy written and subbed ready for the Tuesday morning, most journalists (both in the UK and the US) had played for only a few hours, experiencing just a fraction of the gameís content, a situation testified to by various admissions in professional reviews.

Time Magazine dubbed their piece Grand Theft Auto IV: The 6.24% Review while the Associated Press reviewer, Lou Kesten, admitted to having spent only spent eight hours with the game.

Slate Magazineís excellent Chris Baker admitted he only had chance to Ďscratch the surface of the gameí going on to say in a comment on N'Gai Croalís Level Up blog: "I couldn't even attempt to be definitiveÖit was kinda liberatingĒ.

The BBC noted the phenomenon saying: "Most reviewers were not sent advance copies of the game, and instead had to attend Rockstar offices or sit in booked hotel rooms to play the game,Ē where Rockstar could keep an eye and some pressure on them. While these few admitted the partial and necessarily subjective nature of their reviews, how many passed off their impressions as being definitive of the whole?

Rockstar aren't the first ones to handle big title reviews in this way. Nintendoís recent ploy, in the UK at least, is to require reviewers to visit the ĎNintendo Flatí in London, a place where one can book slots to review titles for a period of time (depending on what slots are left over from the prioritised lifestyle mags and newspapers) from the comfort of one of the companyís armchairs.

For the reviewer itís an inconvenience at best, at worst a pernicious and blatant attempt to colour their opinion in as short an amount of time as possible. Halo 3, Super Mario Galaxy, Mario Kart Wii: all big name titles (in both size and stature) only supplied to many games reviewers a few days before their release.

But whatís the benefit to a PR or publisher in holding back code from non-exclusive reviewers till the eleventh hour, especially if the game is hotly anticipated and good? In part the practice has been fueled by the internet, where there are simply too many websites about video games. The competition to be first to Ďprintí 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 itís only based on very tentative impressions of a small portion of the game.

After all, the effectiveness of a Ďbuyerís guideí review is reduced the closer its publication gets to the gameís release. Any reviews appearing a few days and weeks after a gameís release is almost completely superfluous, thanks to the industry and its consumerís obsession with the next thing, the next thing, the next thing.

By withholding code until a late stage then (be it through design or ineptitude), a PR can force a journalist to rely on marketing hype and information to fill the gaps in their knowledge of the game when writing copy. In this way, control of the critical reaction is shifted back to the PR in a subtle and (arguably) legitimate way.

Add into this the journalistís natural inclination to want to say something, anything, that will distinguish his/ her copy and opinion from everybody else and you start to get bold proclamations being made and unlikely comparisons being drawn. The pressure to say something, anything serious and unique to distinguish your piece from ten thousand others that litter the Internet is heavy. There are too many games journalists tussling over too few opinions with too little time to make them and the PRs have learned to turn that to their advantage.

Whatís interesting is the recent rise in a different approach to reviews, one that isnít dependent on their being published on the day of a gameís launch and that doesnít doesnít come with a score attached. The staggering popularity of Ben ĎYathzeeí Croshawís Zero Punctuation videos (which, according to have booted host site The Escapistís profile up several internet leagues), are almost always focused on games that the viewers have already experienced first hand post-release.

Of course, its popularity has been driven by excellent knob gags but behind the stickman puerile humor there is something more serious and profound going on. People might come for the cock jokes but they stay for the critical chutzpah that props them up. It mightnít look like it in the classical sense, but Zero Punctuation is one of the first pieces of games criticism, as opposed to reviewing, to hit the mainstream.

A more serious example is Edge magazineís excellent monthly ĎTime Extendí feature, which attempts a more orthodox approach to criticism, placing a game in its wider context, drawing out its long terms achievements, identifying its aims and its various success and failures in those goals (disclosure: I'm a long time Edge contributor who has penned numerous Time Extends).

Perhaps itís time for the industry to treat reviews as snapshot buying guides, inconclusive first words in the conversation, and to nurture the more fertile and under-populated ground for more helpful and insightful long-view criticism in the weeks and months following a gameís release.

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