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It does still matter.

Most games that do well like COD etc are also well reviewed, they're just not that creative.

Games which people love tend to benefit from word of mouth and succeed in that way. What we can't change is things like timing, platform userbase and peoples taste. The latter is hugely important, even if the next battlefield gets a 10, I'm simply not a fan of military shooters... I'm not gonna buy it lol. In reality the games I love like Okami don't have a style that the masses are willing to indulge in more often then not