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[APZonerunner]

What I am wondering is whether publishers still send those "how to write a review for our game" stuff if they send press kits?

When I was reviewing games before, like 15 years ago or so, we always got almost already "written reviews" that you could change it a bit and you are done. A lot of sites had those same catchphrases straight from these pre-written "reviews".

I've never seen one of these. "Review guides" are a common thing, however. These can run anywhere from 2 to 10 pages or sometimes even more, and in this day and age it's usually an emailed over PDF.

A review guide typically contains a list of things they'd rather you didn't talk about (IE don't spoil this twist, don't talk about the story after chapter 5, don't directly talk about the special power you get later on etc etc) and then strategy stuff. This is usually just a run-down of the game systems, often taking the time to explain anything that might not be 100% clear or anything deliberately or accidentally ambiguous in game in order to avoid confusion.

These things are never "here's how to review our game, here's a transcript to work from" but rather "Here's how to review our game, here's some stuff you should know before you start playing or in case you get confused". Honestly I never fully read these though as I feel like any end user wouldn't have this primer, so I ignore 'em.

Actual press kits are pretty rare these days, I think. The advent of review code arriving digitally means that there's a lot less of that stuff around. When it does happen, I've found it tends to be about a publisher wanting to create a narrative to you receiving the game, plus encourage tweets and instagrams showing the press kit (which plainly works). I don't think anybody is really being meaningfully swayed by a cardboard box, a letter from the dev and a feather as in TLG, though.

 

[ClosingADoor]

These days I think it is mostly for the social media coverage. Cool looking stuff comes in, snap a picture for the Twitter/Facebook/Instagram crowd. That holds value.

Bribery? Not really. Most journalists don't give a crap about those things coming in. Add to that that it is the chief editor making the call who handles the review, and the press kit comes in at the main office, who is to say the reviewer even gets the thing?

And if your opinion of the publication is already low enough that you think they would be influenced by such a thing, you're better off visiting another website.

 

[PrivateRyan]

Accepting them is still a decision a publication makes

Like I said, if you don't know the difference between the two, I don't know what to tell you.

I get you're salty about not getting The Last Guardian press kit but you're reaching for a conspiracy that isn't there.

 

[Chairmanchuck]

Thanks jschreier and APZonerunner for clarifying.

Seems that doesnt exist anymore. I just rememeber when we got them, then a few years later Gamestar (germans biggest gaming mag) had an article about that and showed how they look like and compared different articles and how they use the exact same catchphrases from those pre-written reviews and stuff.

 

[Diamond]

From the dev/publisher point of view, it's also meant to show your product in a good manner to people who are going to write on it/talk about it. You invest a lot in something, you want it to appear in a good light before someone judges it. It's a little bit like dressing well before a job interview, or putting a ring in a nice box for someone important to you : you work on something to support your product instead of just sending a bland disk.

I guess I agree with the gigantic presskits being unnecessary, but it's understandable without jumping in the bribery territory. From the moment the practice exists, of course some will iterate on it and try to be different by being a little bit extravagant. If you're a good critic you should be able to appreciate the effort, then concentrate on the game and only the game.

 

[lt519]

I've never gotten that, no. What companies like doing is giving you lists of things they don't want you to talk about. Nintendo is especially bad about this - they'll send you a big list of plot points and ask you not to spoil them in your review, apparently not realizing that they just sent you a giant list of spoilers before you started playing the game.

Haha the irony, love it.

 

[Com_Raven]

Thanks jschreier and APZonerunner for clarifying.

Seems that doesnt exist anymore. I just rememeber when we got them, then a few years later Gamestar (germans biggest gaming mag) had an article about that and showed how they look like and compared different articles and how they use the exact same catchphrases from those pre-written reviews and stuff.

Don't remember seeing that, have a rough idea when that was? Would be curious to find and read the article

 

[NervousXtian]

So rare two of them are for 2016 games. And that's just me randomly searching for press kits on Youtube.

Multiple members of the press are telling you they are rare.. but 2 naughty dog games and the other are big Sony games is not telling of anything.

It's rare... you haven't proved anything.

 

[mclem]

I've never gotten that, no. What companies like doing is giving you lists of things they don't want you to talk about. Nintendo is especially bad about this - they'll send you a big list of plot points and ask you not to spoil them in your review, apparently not realizing that they just sent you a giant list of spoilers before you started playing the game.

Wouldn't you just not read that list until you're about to write the review? It doesn't strike me as something you'd necessarily need to know in advance.

 

[sublimit]

These days I think it is mostly for the social media coverage. Cool looking stuff comes in, snap a picture for the Twitter/Facebook/Instagram crowd. That holds value.

Bribery? Not really. Most journalists don't give a crap about those things coming in. Add to that that it is the chief editor making the call who handles the review, and the press kit comes in at the main office, who is to say the reviewer even gets the thing?

And if your opinion of the publication is already low enough that you think they would be influenced by such a thing, you're better off visiting another website.

If i send you an exclusive "present" to write about it (and which you can sell later for a small fortune) and you are unaffected by it, it's still called bribery.

 

[Recall]

To bribe the press for favourable coverage/reviews.

It happens in all mediums.

You sweeten the pot so it pays off later.

 

[tryagainlater]

I don't see how worthless crap that will just clutter up your desk until you decide to throw it out can be considered a bribe. Because that Last Guardian feather will really sway opinions. I imagine most reviewers rip through that crap just to get the disc out.

 

[Chairmanchuck]

Don't remember seeing that, have a rough idea when that was? Would be curious to find and read the article

I dont really remember. That was when I was still in highschool, so over 10 years ago.

 

[dr guildo]

The recent Last Guardian thread reminded me of the lavish and extravagant press kits I'd seen over the years. Kinda sad how these press kits, which are so far superior to collector's editions sold for an exorbitant amount, are given away free to major reviewing publications. How do these publications justify covering their own accommodation and travel costs to review events while still accepting these blatant attempts at bribery?

Another thing that baffles me is developers writing this heartfelt, sentimental message seemingly addressed to all players and only including it in the press kit. Wouldn't they want their message to reach as many players as possible instead of supporting this shitty practice?

Definition of coax
transitive verb

1 obsolete : fondle, pet

2 : to influence or gently urge by caressing or flattering : wheedle <coaxed him into going>

3 : to draw, gain, or persuade by means of gentle urging or flattery <unable to coax an answer out of him>

4 : to manipulate with great perseverance and usually with considerable effort toward a desired state or activity <coax a fire to burn>

 

[ClosingADoor]

If i send you an exclusive "present" to write about it (and which you can sell later for a small fortune) and you are unaffected by it, it's still called bribery.

I can't speak for other outlets, but selling press kits is out of the question at the one I am active for. Same for selling review copies or other things.

Where is the line for bribery here. If I am working for a movie website, am I being bribed i I accept free popcorn at the press screening? If I work for an automotive magazine, is that ride with a luxury car for an article a bribe?

You must realize that these things hold no value for the people working in those industries. Of course the PR agency does it to make a good impression, but this happens in literally every industry and job around where businesses work together.

 

[Lemonte]

I would assume they exists to get reviewers in the right frame of mind and immersed in the gameworld.

 

[Noisepurge]

Some members of the press should sell me the Mortal Kombat X vinyl soundtrack...

 

[sublimit]

I can't speak for other outlets, but selling press kits is out of the question at the one I am active for. Same for selling review copies or other things.

Where is the line for bribery here. If I am working for a movie website, am I being bribed i I accept free popcorn at the press screening? If I work for an automotive magazine, is that ride with a luxury car for an article a bribe?

You must realize that these things hold no value for the people working in those industries. Of course the PR agency does it to make a good impression, but this happens in literally every industry and job around where businesses work together.

I have seen press kits selling on ebay for hundreds of dollars.

 

[Donos]

I've never gotten that, no. What companies like doing is giving you lists of things they don't want you to talk about. Nintendo is especially bad about this - they'll send you a big list of plot points and ask you not to spoil them in your review, apparently not realizing that they just sent you a giant list of spoilers before you started playing the game.

Haha wow.

Sending book reviewer for Harry Potter a list with "don't write about Snape killing Dumbledore!"

 

[FStop7]

So Time magazine can make those extraordinary top 10 lists.

 

[Heart of Black]

Press kits feel like a way to get your game to stand out further. It's giving people a reason to play your game.

Reviewers have a lot of games to review, so including something that sets the tone, and makes it stand out, gives some context.

 

[ClosingADoor]

I have seen press kits selling on ebay for hundreds of dollars.

I'm sure it happens and it is bad. But there you need to draw your own conclusions on which outlets to trust or not, if you think that has an influence on their coverage.

Do you really think that major websites like IGN, Gamespot, Kotaku, etc, are giving out better ratings because they receive a figurine with a review copy or some other things? Because I don't think so.

The relation between PR and media is an issue in every industry. Of course PR tries to influence the media to get better coverage, that is literally their job. That does not mean all media are suddenly positive in their coverage because of this.

 

[sublimit]

Press kits feel like a way to get your game to stand out further. It's giving people a reason to play your game.

Reviewers have a lot of games to review, so including something that sets the tone, and makes it stand out, gives some context.

So every publisher should sent an even better press kit in order to catch the journalist's attention because otherwise they may forget to review it?

 

[Diprosalic]

press kits are the worst anyway. i always threw that garbage straight into the trash.

 

[Lord Error]

Another thing that baffles me is developers writing this heartfelt, sentimental message seemingly addressed to all players and only including it in the press kit. Wouldn't they want their message to reach as many players as possible instead of supporting this shitty practice?

As you said, there is absolutely nothing in this message that targets the press people specifically. Before you cast the blame, I think it should be pointed out that the decision to include that message in the press kit could have been solely a decision of the marketing department, while the message was written to address people playing the game in general, without him even knowing where it will be used.

 

[old manatee]

I don't see how worthless crap that will just clutter up your desk until you decide to throw it out can be considered a bribe. Because that Last Guardian feather will really sway opinions. I imagine most reviewers rip through that crap just to get the disc out.

They gave away its feathers omggggggg!!!

 

[kvn]

Those fancy kits are very rare today.

"Today". Games from 2016.

 

[thequickandthedead]

Like I said, if you don't know the difference between the two, I don't know what to tell you.

I get you're salty about not getting The Last Guardian press kit but you're reaching for a conspiracy that isn't there.

Why the hostility? When I made that post the idea behind it was that if you received a bribe from someone and didn't call them out on it you were accepting it.

However after seeing the variety of responses I admit I was wrong in considering it a bribe in the first place.

 

[Com_Raven]

"Today". Games from 2016.

You seem to confuse "rare" with "nonexistant".

If you have two examples (there are a few more) in a year in which thousands of games are released, you end up with a tiny %. Or, in other words, something that is "rare".

 

[khaaan]

"Today". Games from 2016.

What's your definition of "rare"?

 

[Lionel Richie]

Stealth envy thread?

 

[redcrayon]

I have seen press kits selling on ebay for hundreds of dollars.

Those press kits are the ones I think are unnecessary, but they aren't the norm by a long way.

I'm sure it has happened though, particularly when a small number of huge publishers have marketing agency accounts worth huge amounts of money with budgets to match.That said, any editorial office that wants to keep its integrity should really have a policy in place regarding the acceptance of 'gifts' in the sense of high-value, easily resellable promotional-items from PR agencies, but it's not always obvious what bit of plastic tat is worth anything- sometimes things go crazy for an item that would otherwise be propping open a broken meeting room in a newsroom.

The nature of the business is that one man's junk is another's treasure though- fans will pay silly money for promo stuff that journalists will just chuck in the bin half the time, but there's no way of knowing who exactly is selling them on eBay.

 

[jett]

Both from Sony, not really indicative of a large pattern.

Okay, here's one from WB, for a 2016 game. I didn't even know it existed. Literally found by searching for random "video game presskits."

Yes- 2 out of hundreds if not thousands of games released in 2016. Which is not very much, is it?

Thousands of games were released this year.

2 games in all of 2016 having them would be an extremely low amount, so yes, that would be pretty rare.

What kind of logic is this? Did I post hundreds or thousands of links? No, I posted four, which I found by searching for "video game presskits" on YouTube. And two out of those four are 2016 games. One of those four is one of the biggest releases of the year.

 

[Architechnophile]

I have seen press kits selling on ebay for hundreds of dollars.

When these things do go out, it isn't unusual for them to go to a wide spectrum of people. It may include topflight sites (your Kotakus, Polygons, et al.), but it can also include a huge, international swath of press and media/Youtube personalities of all ages and every level of influence, and even some people who are barely industry-adjacent. PR is frequently a scatter gun, rather than a sniper rifle.

From that pool, there are groups I'd be more concerned about accepting swag and selling it on eBay--a 16 year old small-audience Youtuber who isn't really familiar with journalistic tenets probably represents a riskier case than a 34 year old professional at a major site.

 

[Diamond]

I'm sure it happens and it is bad. But there you need to draw your own conclusions on which outlets to trust or not, if you think that has an influence on their coverage.

Do you really think that major websites like IGN, Gamespot, Kotaku, etc, are giving out better ratings because they receive a figurine with a review copy or some other things? Because I don't think so.

The relation between PR and media is an issue in every industry. Of course PR tries to influence the media to get better coverage, that is literally their job. That does not mean all media are suddenly positive in their coverage because of this.

Yeah, plus I don't see a perfect world where every review copy would be sent in a plastic sleeve, and every preview demo would be shown in a white room without anyone interfering, ever existing. Hell, even the simple act of sending or not sending review copies to a selection of outlets could be seen as bribery if you think about it. Oh yeah, that means the free sushi I got at the supermarket the other day were bribery too!?! I thought it was just a guy honestly trying to sell me something by showing it to me in a good light.

 

[ClosingADoor]

Okay, here's one from WB, for a 2016 game. I didn't even know it existed. Literally found by searching for random "video game presskits."


What kind of logic is this? Did I post hundreds or thousands of links? No, I posted four, which I found by searching for "video game presskits" on YouTube. And two out of those four are 2016 games. One of those four is one of the biggest releases of the year.

Seeing as publications make videos about it, I think this is not so much about trying to influence the review these days as it is about trying to gain additional exposure for the game. Websites do a lot of unboxings, so giving them something like that is basically just getting an extra video or social media posts for your product.

Also, if publications are open about accepting these things and showing them, then it is totally transparent anyway towards the public. I do not see any issue with that.

 

[redcrayon]

What kind of logic is this? Did I post hundreds or thousands of links? No, I posted four, which I found by searching for "video game presskits" on YouTube. And two out of those four are 2016 games. One of those four is one of the biggest releases of the year.

You've ignored the logic I offered that nobody is making videos of the vast majority of press kits that consist of a PDF attachment, a CD in a blank case with a covering letter or a USB stick.

Yes, if you search for lavish press kits, they exist. No, they aren't in any way the norm, even from massive publishers with large PR budgets.

 

[Wereroku]

Sometimes it's to celebrate the game. Other times it's the idea that it will improve the reviewers opinions on your game. Hell previewing the game in the right environment will cause more bias though look at the reception of Evolve in controlled prerelease events versus released.

 

[Jawbreaker]

This thread exists to set the narrative so when The Last Guardian inevitably receives a 99 on MC, they can blame the press kit for the high scores many utterly failed to predict. I can see right through your games, OP.

 

[sublimit]

Those press kits are the ones I think are unnecessary, but they aren't the norm by a long way.

I'm sure it has happened though, particularly when a small number of huge publishers have marketing agency accounts worth huge amounts of money with budgets to match.That said, any editorial office that wants to keep its integrity should really have a policy in place regarding the acceptance of 'gifts' in the sense of high-value, easily resellable promotional-items from PR agencies.

Publishers should just sent a code or (at most) the normal version of the game and be done with that.Anything more that the reviewer can later sell for a fortune thanks to the item's exclusivity (as well as its contents and overall package) and it's fishy as hell.

And no, for a lot of big releases,unfortunately it is the norm.

 

[Easy_D]

Because bribes in journalism

Fixed that for you. This is an issue with the press in general, not just the videogame press.

 

[ClosingADoor]

Publishers should just sent a code or (at most) the normal version of the game and be done with that.Anything more that the reviewer can later sell for a fortune to the item's exclusivity as well as contents and it's fishy as hell.

And no, for a lot of big releases,unfortunately it is the norm.

I have not seen any large press kits for a ton of major games this year and throughout the previous years. We have dozens of major releases a year, most are not being sent out with large press kits. It is not the norm.

It is not fishy at all when the publications handle it right. What is fishy about receiving a press kit, putting the figurine somewhere in the office and then sending the copy over to the reviewer for example? This is really just an issue of trust in the media you consume. Which you have a ton of choice in, so pick the ones you trust.

 

[Buttonbasher]

Press kits as bribery?

lol

 

[redcrayon]

Publishers should just sent a code or (at most) the normal version of the game and be done with that.Anything more that the reviewer can later sell for a fortune thanks to the item's exclusivity (as well as its contents and overall package) and it's fishy as hell.

And no, for a lot of big releases,unfortunately it is the norm.

I doubt that. The thing is, it's not always obvious- press get sent a lot of promotional tat that goes straight in the bin, it's not immediately apparent which items fans will pay hundreds of pounds for. In addition, whose to say it's the press that's flogging them on eBay? You tubers get courted just as hard (perhaps even harder) due to their perceived grass-roots nature these days, and can't lose their job over it.

I remember binning a load of promo postcards years ago and then had a reader ring up months later offering us around £100 for them because apparently his niche community site was going crazy over them.

Anything obviously high value (TVs, consoles etc) I really think editorial offices should either
Send them back, auction off or donate to charity though, that's what my current employers do if the PR agency won't take them back.

I'm always surprised fans go crazy over cheap statues with god-awful paint jobs though.

 

[sublimit]

I have not seen any large press kits for a ton of major games this year and throughout the previous years. We have dozens of major releases a year, most are not being sent out with large press kits. It is not the norm.

It is not fishy at all when the publications handle it right. What is fishy about receiving a press kit, putting the figurine somewhere in the office and then sending the copy over to the reviewer for example? This is really just an issue of trust in the media you consume. Which you have a ton of choice in, so pick the ones you trust.

Just with a very quick search and there are TONS more:
https://www.youtube.com/results?search_query=uncharted+4+press+kit
https://www.youtube.com/watch?v=UuFF6maAzAk
https://www.youtube.com/watch?v=cpaxLCDNxkQ
https://www.youtube.com/watch?v=wn82S-uk7IE
http://www.pushsquare.com/news/2016...rs_retro_press_kit_is_the_best_youll_ever_see

 

[AusRoachman]

Not as good as the old press kit days


http://gizmodo.com/302483/halo-3-xbox-360-swag-bag-is-incredible-unbagging-shots-and-video

 

[sublimit]

I'm always surprised fans go crazy over cheap statues with god-awful paint jobs though.

Bribery is bribery regardless of it's value or quality.

 

[old manatee]

This thread exists to set the narrative so when The Last Guardian inevitably receives a 99 on MC, they can blame the press kit for the high scores many utterly failed to predict. I can see right through your games, OP.

op should have sent you a press kit first.

 

[Vintage]

I don't see these as bribes because all reviewers get them. It's not like if you scored the last game poorly you'll get shit in a bag next time.

edit: ok, a full new console with controllers and swag is more than a "press kit".

 

[BigEmil]

They should not exist at all. If you wanna give those special limited versions of it give it to people who's buying and supporting your product as a raffle or something you win for free.