With the Internet giving voice to millions, it would seem there’s a potential for professional game reviewers to get drowned out in the noise. While word of mouth is key, in the case of game reviewers, they generally come from the same circles of fandom as many game consumers do.
“A recent report claims that avid gamers perceive expert reviews and publisher content as ‘biased,’ and ‘heavily commercialized.’ These sound like exaggerations that don’t reflect the opinions of the vast majority who play videogames. While of course some rabid fans may be above anyone suggesting what to make of a game, millions and millions read professional reviews every month,” said Roy Bahat, president of IGN Entertainment. “For editorial staffs at gaming sites, credibility is on the line with every review. Videogame fans will remember for years the one game they hated that got a great review — because they spent $60 on it and were disappointed. And if an editor, over time, seems to be letting bad games slide by, that editor and the outlet for which that editor writes will soon be left unread.”
“Game consumers will hotly debate the merits of various reviews, often on the sites that provide the reviews themselves. Ultimately, the two sides complement each other, with premium gaming content sites giving voice to the most outspoken individuals, who evangelize the best games to the four corners of the Earth and drive clicks; devoted gaming sites claimed over 58 million unique users in February 2010.”
“So what’s the right way for an advertiser to get its message across?s Premium gaming media sites are a phenomenal way for a marketer to reach its audience. There simply aren’t many places on the web where a marketer can reliably reach a large (but targeted) audience in a buying state of mind – and have a flexible enough palette to deliver a truly innovative campaign. Advertisers should jump on these opportunities in a way that not only respects – but enhances – the user experience,” continues Bahat. “Marketers can’t just buy ‘inventory’ – impressions alone won’t get the job done. Visitors to premium gaming sites are thinking about buying games, but they’re also inundated with facts, images, words, and messages. Clever campaigns and creative matter. And game publishers know their advertising has value regardless of how their games score with reviewers.”
“The new media universe has opened discussions about everything from toys to technology, and it’s difficult to cut through the clutter – without a little guidance. As videogames burst out of their shrink-wrap and the number of games available at any given time catapults from hundreds to millions, it’ll become even harder for people to find the games they want. Gaming media sites will have to focus on discovery in parallel with product review – but, if it’s done right, premium content sites will still be the eye of the storm for all discussions swirling around the world of games,” concluded Bahat.
Source: MediaPost {link no longer active}
