New Article in response to old article

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Kotaku Japan Confronted by Famitsu and Konami

On April 20th, I wrote a post titled "Do Not Trust This Magazine's Review Scores" that showed the conflict of interest Japanese magazine Famitsu has. And what a conflict of interest it is.

Famitsu appears in upcoming stealth PSP game Metal Gear Solid: Peace Walker. What's more, former Famitsu Editor-in-Chief Hirokazu Hamamura appears in print ads, actively promoting the game. In fact, an entire ad campaign was built around a pun on his last name. He also appeared on an official Konami website promoting the game. He is currently president of Enterbrain, the company that owns and publishes Famitsu.

Unlike normal advertisements, Famitsu and Enterbrain are being used to promote the game. They are active participants.

This is a clear conflict of interest. It is undeniable, inescapable. This conflict of interest did not stop Famitsu from reviewing Metal Gear Solid: Peace Walker. Famitsu did not mention this conflict of interest in the body of its review.

Peace Walker was awarded a perfect review score from Famitsu. Whether or not Peace Walker deserved this score is besides the point — the score is not the issue here. The issue here is how Famitsu and Enterbrain operate.

From my original post:

From what Kotaku has played of the game, Peace Walker does look like an exceptional PSP title. We're not saying that it didn't deserve the 40 out of 40 that Famitsu gave it. The game's designer, Hideo Kojima, has continually stressed how much effort and energy has gone into developing the title. All that effort and energy seems wasted on raised eyebrows over poor promotional and collaborative choices. Even if the game does appear to be fantastic, the review appears bought. It needlessly dirties up what could very well be a great game - a game that should stand alone on its own merit.

Peace Walker is better than this. Hideo Kojima is better than this. Famitsu, it seems, is not.

Today, Kotaku Japan (which is owned by a different company than Kotaku.com) received a letter from Famitsu over this post, taking issue with the post. Kotaku Japan published a translated version of my original piece with a new title that roughly translates to: "MGS: PW Got a Perfect Score in Famitsu... But Is It An Impartial Assessment?"

Today, Kotaku Japan was also contacted by Konami, the game's publisher. Konami has uninvited Kotaku Japan from a launch event for Peace Walker — an event that the site had previously been invited to. Apparently, the issue here is also this post over Famitsu conflict of interest. However, Famitsu's review is a conflict of interest. The publication should not be trusted.

So, Kotaku Japan was contacted by both Famitsu and Konami. Both taking issue with the post. In the same day. What a kwinky dink. And it might simply be a coincidence.

It doesn't matter if Kotaku Japan cannot go to some Peace Walker PR event. What does matter is that this seems coordinated, insidious, even. It is as if both Famitsu and Konami are attempting to bully Kotaku Japan. But Kotaku Japan didn't write the post, it translated it. I did. So shoot the messenger when you don't like the message.

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Old Article

Do Not Trust This Magazine's Review Scores

The biggest Japanese game magazine, Famitsu, has awarded its highest score to stealth game Metal Gear Solid: Peace Walker. In the process, the publication has shown that, as a source of objective game reviews, it cannot be trusted. Here's why:

Some would say that Famitsu has sold its soul long, long ago. The publication always has exclusives and game reveals before anyone else, arousing the suspicions of some. Then again, it can be argued that since Famitsu is the most influential game publication in Japan, it would naturally have these exclusives, as publishers would be keen to get their games to the largest audience possible!

There are even rumors that all the game announcements are written by game publishers themselves, and not by Famitsu. These, however, are rumors, and are unconfirmed. Famitsu's handling of MGS: Peace Walker, however, has been blunt and brazen, and destroys any illusion of impartial reviews. Forever.

Famitsu has awarded Peace Walker a 40 out of 40, its highest possible score. In publication since 1986, Famitsu has only given perfect review scores to these titles: The Legend of Zelda: Ocarina of Time (1998), Soulcalibur (1999), Vagrant Story (2000), The Legend of Zelda: The Wind Waker (2003), Nintendogs (2005), Final Fantasy XII (2006), Super Smash Bros. Brawl (2008), Metal Gear Solid 4: Guns of the Patriots (2008), 428 (2008), Dragon Quest IX (2009), Monster Hunter Tri (2009), Bayonetta (2009), New Super Mario Bros. Wii (2009) and now Metal Gear Solid: Peace Walker (2010).

Regardless what you think of Famitsu, or even numbered reviews, getting a perfect Famitsu score is a big deal in Japan. It can potentially mean bigger sales. But what does it mean when the publication that is reviewing game is involved in the game itself?

Earlier, Kotaku pointed out that Famitsu appears in Peace Walker — along with Doritos, Mountain Dew, Axe body spray and rival Japanese game mag Dengeki. But it goes deeper than that.

Hirokazu Hamamura, the former Famitsu editor-in-chief, is the current president of Enterbrain, the company that publishes Famitsu. He also appears in an ad campaign for Peace Walker from the game's publisher, Konami. A two-page spread. And he's even on a Konami Peace Walker website. Both ads use a pun on his last name: ハマムラ、ハマる。("Hamamura, hamaru.") The Denshi Jisho online Japanese dictionary defines "Hamaru" (ハマる) as: "to get into; to go into; to fit; to be fit for; to suit; to fall into; to plunge into; to be deceived; to be taken in; to fall into a trap; to be addicted to; to be deep into". The connotations are fitting, and the irony is thick and heavy.

Sure, Hamamura is a recognizable face for the industry in Japan, but his publication is reviewing this game — and giving the title its highest score! And if Famitsu is going to do stuff like this, surely it should offer a full disclosure. However, the game's review makes no mention of the in-game tie-ins, and no mention of Hamamura's prominence in the title's ad campaign. Instead, there is a glowing review for Peace Walker, which is also the magazine's pick-of-the-week. (Granted, there could very well be a disclosure of the still-unreleased-magazine, which goes on sale later this week; however, there is no mention in the review itself.)

From what Kotaku has played of the game, Peace Walker does look like an exceptional PSP title. The game's designer, Hideo Kojima, has continually stressed how much effort and energy has gone into developing the title. All that effort and energy seems wasted on raised eyebrows over poor promotional and collaborative choices. Even if the game does appear to be fantastic, the review appears bought. It needlessly dirties up what could very well be a great game — a game that should stand alone on its own merit.

Peace Walker is better than this. Hideo Kojima is better than this. Famitsu, it seems, is not.

[Pic]

Send an email to the author of this post at bashcraft@kotaku.com.

This just reminds me of News Stations like Fox News, or any news station recently....

Were opinionated News Casters push there opinions on us, and that's not the way it's supposed to be.

I want the news, so give me the news and let me figure it out myself, don't give me the news, then tell me how you feel and why I should feel the same way with you panel of backers to agree with every word you say to boot, and to cut people short that say other wise..

I saw this and laughed.


Truly a circumstance of the pot calling the kettle black.

so they didn't mind Nintendogs getting it but they went crazy when Peace Walker got it?

hmm..

So, Hirokazu Hamamura, at the time ND came out was Famitsu's editor-in-chief, (Now the current president of Enterbrain, the company that publishes Famitsu) was in a Nintendogs ad to promote the game?

Why should we trust loltaku on this?

My only complaint with Famitsu to this day stems from their 29/40 score for Demon's Souls.  One guy gave it a six because it was "too hard".  Dengeki scored it much higher, giving it 85/85/95/85.

And they also (surprisingly) overrate some western games.  Both Haze and Lair got mid-30s.  It's like they review them thinking, "well, this is what western gamers probably like."

no it just toke them pretty long to know that all review scores are bullshit.

well I dont think Nintendogs had a tie-in with Famitsu, like I dont remember being able to put old issues on the floor for my Dashund to pee on...

? what do you mean?

This is not like a rumor, look at the pics, Hirokazu Hamamura is right there, even holding a MG PSP..

Also what wrong with Kotaku? It's a creditable site, like us it reports gaming news, can't really think of an article they posted that was wrong or brought to my attention that I should not read their news.

trusting anyones reviews based on a point score, is pretty much, well not useful for anything more than a ballpark guesstimate, and it depends what genre that the reviewer likes, because hell, maybe peace walker is a 10 you haven't played it? (unless you are a penetrated konamis barriers)

like I mean, most FPS that get 9's and 10's from reviewers i'd give like 6's and 7's, and most grand theft autos I'd give like 7's or 8's (Besides san andreas which is amazing) But that's cause I generally don't like games in those genres, thus, my opinion is worthless to someone that likes it.

Like i mean if the reviewer thinks its a 10, then it's a 10 to him, which could have money as being an incentive :)

Like if you mean, you want it reviewed without money being an influence then you have a point if money was involved