Quick looks are the future. More so than a written review with a score attached to it, I can learn, and build self-hype-interest in a game 100 times more by visually seeing it in action and hearing a reviewer talk about it. Those Giant Bomb quick looks for games like Hitman and Far Cry 3 showed me exactly what I needed to see to make a decision on where I want to spend my money.
The problem with taking reviews seriously from outlets like IGN and GI (and I would throw Gametrailers in there too) is that they have no real identity. I mean, maybe they do and I just don't pay close enough attention, but outside of McNamara at GI, and I guess, Miller at IGN (whos about as professional as a squirrel with a tie on), I don't know any of their staffand more importantly, what their taste in games are.
Is the reviewer reviewing this game for themselves or on behalf of the entire outlet? If its the latter, how much influence do those who are in on that conversation have on what is projected in the actual review? And is that even fair to the reader and game that youre getting a mixed bag of opinions? It's a problem.
In the case of Gametrailers, I dont believe they publicly acknowledge who the reviewer even is. Its just implied, I guess, that the site as an entity supports the bullet points and numbers that are attached. While I think GT does a good job putting their reviews together, I really dont like their scoring system or that I dont know who reviewed the game. Its all very off putting to me, as more times than not, the numbers do not correlate with what has been mentioned verbally in the review.
In the end it doesn't help that the majority of the audiencewhose eyes they're battling each other foris prone to attach themselves to numbers or grades rather than the context of the content. That helps absolutely no one, yet, will never go away. Ever.