Tue 24 Jun 2008
Critics versus Consumers: The Gulf Between Us
By
Last month I wrote a column for Gamasutra about how videogame publicists seem to be increasingly restricting reviewer access to games until the very last minute.
Publishers have always held poor games back from reviewers, often refusing to send a copy even after release, but this piece was more concerned with those titles which are expected to perform and review well. If your game is good, why hold it back from those with the voice to call it so?
The thrust of the argument was that, in holding a game back until the eleventh hour, PRs could force reviewers to rely more heavily on pre-release information and hype to fill in the gaps in their knowledge and experience when critiquing a game. In an internet age, few publications delay their reviews past release date when its effectiveness and usefulness to readers diminishes with every passing hour.
While it’s easy to think that, as an immature industry, this kind of practice is unique to videogames, yesterday The Guardian published a piece by film critic Mark Lawson in which he identifies the exact same trend in the movie industry. His piece, entitled ‘Eek! Who Let the Critic In?‘ claims that “publicists have come up with a novel way of stopping reviewers from slating the latest films, TV shows and books: shutting them out”.
He argues: “It’s easy to understand why publicists are looking at ways of bypassing conventional critics. For example, the considerable majority of those who regularly review films in Britain are, like me, white males over the age of 40 who tend to prize originality over repetition and realism above sentimentality. These demographics and values are completely the opposite of cinema’s main target audience: 15-24-year-olds seeking, in two senses, a big release on a Friday or Saturday night.
“As a result, the cinematic commentariat tends to be far keener than potential ticket-buyers on small-scale, brainy pieces (such as, recently, the quirky drama Son of Rambow or the political documentary Taxi to the Dark Side), while rating many very profitable genres far lower than cinema-goers do: chick flicks, romcoms, horror, children’s films and any returning title that is followed by a number higher than 2. That attitude to sequels is typical of the fundamental philosophical difference between serious critics, who flinch at the idea that they know what they will get, and civilian audiences, who are often attracted by familiarity.”
It’s an argument I hadn’t thought of before but which I think equally applies to videogame criticism. Now that many game reviewers are 30 and over there is to be an gap in experience, understanding and expectation between consumer and critic, and that seems like a strong reason for publicists to hold back review copies of certain titles which are more likely to appeal to the former group.
On the theme of the divide between critic and consumer, I was (stupidly) astounded by the response to my Crisis Core review on Eurogamer yesterday. The first page of the review talked about the original Final Fantasy VII, the seminal, decade-old RPG from which Crisis Core is a spin-off.
I argue that, as culture has moved on, and we’ve grown up, the mythology has failed to grow with us; that the terrible recent spin-offs mean the original game ‘holds a place in our hearts as something we did when we were younger, something magical and transformative and important but something to be remembered and not interminably revisited.’
It’s hardly an unreasonable suggestion and, while I understand that readers who disagree with that point of view would be irritated by the use of ‘we’, I was certainly speaking for a large group of disenfranchised fans, a group that Square-Enix itself has talked about openly and to whom Crisis Core is a direct response.
However, the vast majority of commentators were outraged by the words calling me, amongst other things, a ‘stupid fool’, a ‘drunk monkey’, ‘not worth reading’ ‘patronising’ and ‘ill-informed’.
I love Final Fantasy VII but I also understand that I fell in love with it at 18-years-old and that things you love when you’re a teenager hold a different sort of appeal when you’re an adult. I’m super informed about the game and its universe having interviewed on separate occasions both Yoshinori Kitase, Tetsuya Nomura and Nobuo Uematsu about this specific game and mythology. The point of the introduction was not to speak for everyone but to speak for that large group of gamers for whom the memory of Final Fantasy VII had been sullied by the recent spin-offs. This in turn sets up the case that Crisis Core is, in very real terms, the company’s last ditch attempt at bringing the disenfranchised back into the fold, a target which, from my perspective, the game mostly missed.
I’d stand by the review to the hilt. I’d say to many of these commentators: return to the piece in six months time, when you’ve nothing to lose, when you no longer need your purchase validated and I’m certain you’ll find lots of what it says to be true.
Nevertheless, the whole situation has, one again, reminded me that there is a very real gap between critic and consumer. As Mark Lawson puts it, we look for different things in our games and, as we increasingly belong to different generations, oftentimes our perspectives clash.
While I know that there are people who appreciated the review (I had encouraging e-mails from a few contemporaries, but they are critics) many readers did not because its tough stance doesn’t resonate with their feelings. Does that make the piece worthless or useless in its intended aim? Right now, I really don’t know.

July 1st, 2008 at 6:03 pm
i’ve been thinking that they’re holding back games — i agree that the purpose is stopping reviews from happening — much more not because of shifting attitudes on the part of reviewers or any sort of maturation, but because games cost more to make now, and the window to sell them is so short, that they want to maximize that window. and actually, that maps to the movie industry quite well; opening weekend is more relevant than it has ever been.
i guess my point is that it’s beside the point whether reviewers are getting any more critical (and i don’t think that they are, by and large.) nobody in PR is thinking about the reviewers as anything but automatons.
i think your point about crisis core is interesting, and potentially valid. however i think if you’re going to slate crisis core for failing to grow with its audience the whole game industry is more or less culpable of the same thing.
i think it’s vaguely hilarious that you’re picking on zack for being american but i’m american so whatever. not so much in a xenophobic way, you’re just picking out some sort of criticism that doesn’t map at all to me. then again, i suppose it is “eurogamer” after all.
it’s funny but i lose interest in the review when it gets to the gameplay part. all i care about is the broadscale opinions. partially because i’ve been playing the game myself for a couple of months and partially because that’s where game reviews tend to get formulaic and boring to read.
July 1st, 2008 at 6:04 pm
I think as critics we tend to think in more academic and *critical* terms than the average consumer needs or wants. The average consumer of video games or movies doesn’t feel the need to disseminate a game down to its very core, but the critic views this as a challenge, having been exposed to all the different options out there. There are two kinds of critics: those who validate and disseminate art and those who validate consumer purchases and drive the market. I think there’s room for both, but audiences and critics alike need to understand the divide.
July 1st, 2008 at 10:55 pm
Ferricide: I’m not picking on Zack for being American and apologies if it comes across like that. The point I’m trying to make is that in the 16- and 32-bit era, when few characters were assigned voice actors, it was a lot easier for players of all nationalities to identify and, um, ‘role-play with their protagonist.
As soon as a game incarnates a lead character’s voice the appeal necessarily narrows. Voices are tied to specific nations, regions, age groups and even social standings, and the suspension of disbelief required of a player to take on the role of their character necessarily widens. In this way games have move much closer to films, perhaps losing something in the process.
(I would say that Square-Enix has a good track record recently of taking a more broad approach when it comes to casting voice actors during localisation. Their work on Dragon Quest VIII was excellent, casting varied nationalities, dialects and accents to the lead characters in a way that gave the game a much broader international appeal and interest. But yes, I concede that this is probably only an issue for non-Americans.)
It’s interesting what you say about only being interested in the broad-scale opinions in that particular piece. To be honest, these are the really interesting things to write and, pulling apart the microcosmic details of the game’s leveling system and voice acting is the part of mainstream review writing that’s the most tiresome. I busted through my word-count on this review simply because I wanted to give the space at the start to set-up broader themes and arguments. The response to this approach in the comments and on various forums was that the first page of the review was meaningless fluff, when for me as a critic, it was by far the most interesting part to think about and write.
Which ties in to what Chris is saying I think. There are critics and there are reviewers and there are two different audiences who look for each respective approach. The trick when writing for a publication such as Eurogamer, who indulge their writers’ whims more than most, is to try to combine the two somehow I think. The danger is that you end up speaking to no-one.
July 3rd, 2008 at 10:13 pm
i take your point. i’ve never been big on the concept that i am roleplaying the main character of a game, actually, and i always find that opinion faintly difficult to comprehend on the point of people who seem to feel strongly that you are.
i’ve done a lot of reviewing of games and at this point i don’t think it’s anything i’d like to return to — certainly not to write the sort of reviews that can currently be published in enthusiast games press. believe me, i am extremely sympathetic.
that doesn’t mean i don’t see it as something that can be done well by competent people, by the way. i prided myself very much on writing reviews that i felt were relevant to the intended audience. one can never be sure if that’s what’s accomplished, but hey. i tried.