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thismeintiel said:
KLAMarine said:

If you want to open the floor to this level of speculation, the possibility that reviewers give bad reviews out for the attention or publicity should also be considered. The fact that game publishers buy ad space on game review sites is itself cause for concern. It's all suspect at that point.

Of course it should be considered, as it is also a fact.  Most notably when decent games get 4's or lower, which is below average.  I believe someone gave UC4 a 4, which is completely ridiculous.  Sure, the game may be average to you, gameplay-wise, but you can't ignore its graphical/technical achievements.  IMO, the lowest that game should get is a 6, or above average.  Unfortuanely, though, a 4 for a huge AAA title is guaranteed traffic to your site from fans who are going to voice their anger/disapproval for the score.

So how does one distinguish between honest reviews and reviews with ulterior motives?

thismeintiel said:

And it is somewhat concerning for gaming companies to advertise on gaming sites, as they may lead to skewed reviews.  However, I don't think that is too much of a concern.  Even if the site gives your game a lower score than you think it should have gotten, crying about it will only give you bad press, which could affect sales.  It also stands to reason that the vast majority of site goers are going to be gamers, so you are going to want to advertise on them, anyway, to reach the largest number of gamers.  Scores be damned.  And not all of those gamers go off of reviews.  Or think 6s or 7s make a game unbuyable.

No need to cry about it... Just hold off on advertising on an offending review site next time another game is ready for marketing. That's a possibility but I'm not a fan of wild speculation so I don't give this sort of thing too much thought.

I just avoid review sites altogether and after the disappointment that GTA 5 was, they have miniscule sway in my purchasing decisions.