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Posted on Wednesday, April 7, 2010 by | Comments 14 Comments


Picture from Magazine editor blows whistle on Rockstar?

News.com.au reports that last month, former Zoo Weekly deputy entertainment editor, Toby McCasker, posted part of an email on Facebook that seemed to show a game maker demanding a positive spin on its latest title. The email was allegedly sent by a publicist for Rockstar Games to staff at the magazine, concerning coverage of the company’s new title Red Dead Redemption.

This is the biggest game we’ve done since GTA IV, and is already receiving Game of the Year 2010 nominations from specialists all around the world. Can you please ensure Toby’s article reflects this – he needs to respect the huge achievement he’s writing about here?”

The post has since been taken down and McCasker was dismissed from the magazine.

According to McCasker, the email was an example of growing pressure from game companies for favorable media coverage. “I did not sign up to become a journalist to write advertorials masquerading as editorial,” he said. “This ‘cash for comment’ culture that is fast becoming the status quo within print media bothers me a lot.”

Zoo Weekly would not comment on McCasker’s dismissal but states they are unaware of any bid to influence the magazine’s reviews.

Rockstar Games Australia did comment on the accusations, however, with the following statement. “We are not clear on what the story is here. We always try to present our games in the most compelling way to media and fans alike and of course we, like every other video game publisher in Australia or anywhere else for that matter, want to have our games seen in a positive light.”

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This Comments RSS Feed 14 Comments:

Leathersoup | April 7th, 2010 at 10:24 AM Permalink to this Comment

I’m not sure why Rockstar would be doing the whole begging for good reviews bit. I’ve been anticipating Red Dead Redemption since I first saw screenshots for it.

Michele White | April 7th, 2010 at 10:44 AM Permalink to this Comment

They all do it, but the extent to which this particular rep is alleged to have gone…unethical at the least (not sure on Australian laws on such things). That’s one of the reasons why we’re not allowed to accept anything (other than the game itself and the occasional accompanying t-shirt) from the reps we deal with here at the Vault. Our reps know well ahead of time that we’re going to call it as we see it, and we’ve never really had any problems in that respect.

If the action alleged actually occured, then it’s probably just that guy or office. I’ve never received any such communications from the Rockstar guys we talk to.

Alaric | April 7th, 2010 at 11:20 AM Permalink to this Comment

Wait… are you saying I wasn’t supposed to accept all the [contraband] and hookers they kept sending my way? o.O But… but… it felt so right, how could it have been unethical? =(

Michele White | April 7th, 2010 at 12:10 PM Permalink to this Comment

LMAO!!!

patrick | April 7th, 2010 at 12:39 PM Permalink to this Comment

It might be just me but I feel that the PR person was doing their job

Michele White | April 7th, 2010 at 1:04 PM Permalink to this Comment

@Patrick: Maybe yes, but it’s the last sentence of the Facebook post that if true would make me feel dirty. “Please ensure” and “needs to respect” should send up some pretty big red flags. Granted we don’t know the context (as the intent was as a private email), but if you ever get those instructions from me, you are hereby ordered to force me to submit for a fitness for duty evaluation. ;)

Solo4114 | April 7th, 2010 at 3:04 PM Permalink to this Comment

Wow. I’ve noticed a tendency for certain reviews on other sites and (in the past) in other magazines to heavily praise and/or minimize the flaws in games that I thought had serious problems, but this pretty much proves what I’ve always assumed — that the fix is in, and certain “major titles” will always get positive reviews, regardless of how people feel about them months down the road.

One of the things I’ve come to appreciate about this site (both in its current and ancient incarnations) is that you guys call the flaws where you see them, and take time to review a wide range of “indie” games or less hyped titles. Other sites ignore these games, and/or seem to act as little more than hype machines for the major releases.

As for this PR person, it may be their job to promote their company and its games, but at the same time, they should fully expect to have the whistle blown on them accordingly.

patrick | April 7th, 2010 at 3:12 PM Permalink to this Comment

Ya the PR person was doing their job because we are talking about the game. :p

Jason Pitruzzello | April 7th, 2010 at 3:12 PM Permalink to this Comment

At the risk of exposing my failure to read well, allow me to ask a critical question. If the game in question is already receiving nominations for GOTY from a variety of news outlets, then what would be the point of making sure “…Toby’s article reflects this…”? Do the PR reps really expect the reviewer to mention his competitors in the review? To put it in perspective, if I am reviewing Game X, should I mention “Well, IGN says blah and 1Up says blah.” If I were the owner/host/chief editor of a game review publication, would I really want to waste my own bandwidth rehashing some material from some other publication? Why even bother? That’s what we have meta-review sites for anyway.

And, to be clear, I am not saying that our readers should never look at other reviewers. In an age of lightning fast access to multiple reviews, I would hope that our readers can and do compare our material to our competitors. It just seems absurd to me that, as a matter of policy, a review publication would waste their precious bandwidth even mentioning other review sites.

Now I expect Michele will chime in and lecture me about how other organizations in the industry do things differently… :)

Solo4114 | April 7th, 2010 at 4:21 PM Permalink to this Comment

Hang on a second.

Red Dead Redemption has not yet been released, yet it’s already receiving nominations for GOTY? Why would anyone take any organization seriously that nominates an UNRELEASED game for GOTY? IN APRIL?

marcus | April 8th, 2010 at 8:24 AM Permalink to this Comment

holy $@&*! 10 comments on one article?! this has to be some kind of record for this ghost town site.

[ed. Troll ALERT]

Alaric | April 8th, 2010 at 10:37 AM Permalink to this Comment

Bwa-ha-ha, puny mortal! There were 50 comments on my article last month!

Titan7000 | April 8th, 2010 at 10:41 AM Permalink to this Comment

Well heres the issue I have… We are assuming that this “writer” actually had an email sent to him and wasn’t just trying to make a fake news story to either 1.) Run up the number of visitors to his “impartial” review or 2.) To attempt to gain some reputation as a game review writer. To be honest since the post was deleted and he was fired by his own company (who would have had access to that email…) I’m kind of leaning towards the guy making this story up as a publicity stunt. I doubt very seriously that Rockstar would need to take any of these measures to “he needs to respect the huge achievement he’s writing about here?”. I’m fairly sure in the coming weeks we will get the actual story from Rockstar (assuming they still care) and for a direct quote coming from a PR guy to end a statement with a question mark as oppossed to a period kind of makes me question this whole article….

Angel Munoz | April 8th, 2010 at 11:48 AM Permalink to this Comment

Alaric – He’s just trolling. Last month he posted comments 18 and 20 on this story: http://www.avault.com/reviews/xbox-360/dragon-age-originsawakening-xbox-360-review/ :)

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