Reading your perspective as a marketing professional was very interesting. I agree that everything that you described falls within the normal function of a marketing person or company. However, the main question that I think this thread is about is not what constitutes normal behavior but what constitutes ethical behavior. Simply put, is what you define as normal also ethical within the context of the creator/critic relationship?
I think it is ethical, yes. The "problem" occurs because both the reviewer and the company making the product are both running a business. The reviewer wants early access to product so that their reviews can be ready ahead of launch and ready to go when embargos drop and the company wants the best reviews possible on launch day so their product is shown in the best light possible.
This commonly leads to a few things:
- Large scale reviewers/influencers e-mail in and ask for free copies of stuff so that they can review it ahead of release. These e-mails often come off as sales pitches, with review companies/influencers highlighting the number of viewers or people their information with reach.
- A company, due to the above and the power shift away from a few notably reviewers to the wider internet of smaller reviewers, metacritic and influencers, has more choice than ever before about who to give their product to for review. And, since you often want to launch with the strongest word of mouth possible/also use some of the highest reviews as marketing material, it only makes sense from a business perspective to gather data on your end on who the most likely person to give you a good review is. That way you are maximizing time and energy, since you don't want to give a product away for free to someone who doesn't help you from a brand perspective.
As highlighted above, there's an ethical principle that must be adhered to both ways, and sometimes both sides really fuck it up:
- I've seen, when helping smaller companies and friends out, reviewers and influencers alike offer to review a product, but only if they get it for free. This causes e-mails to those companies to come off as quasi-threats. Of course, none of the bigger publications have done this, as far as I know, but I think that kind of situation crosses the line into unethical.
- I do not think not providing your product to a company that is unlikely to give it a good review is unethical. Reviewers should have budgets to buy things, no matter how big they think they are. A company is never morally obligated to give a reviewer free shit unless they want to. A company would be unlikely to provide a small reviewer with 100 followers a review copy and a company would be unlikely to say, provide Xbox Magazine a review copy of Last of Us II if they feel their target market does not overlap with the reviewer's audience.
- I do think that blacklisting reviewers or sending them rude e-mails such as "Why would we ever send you a review copy?", which I have definitely heard about, is absolutely unethical though.
Hopefully that gives you an idea of where I draw the line. As I mentioned in my last post, it's a very delicate balancing act at times and can be a bit like threading the needle.
For example, you mention trying to form relationships with people who give your products good reviews. What is considered good in that scenario? Is a badly written review that gives the game a good score considered a good review? I would imagine so. Is a very well written review that gives the game a bad score considered a good review? I would imagine not. So, is trying to form relationships and perhaps reward the people who give your products positive reviews while not doing the same for people who give your products negative reviews ethical?
I do not think a badly written review that gives the game or product a good score is a good review. If an article is needlessly pandering or obviously has a bias in its text/subtext, I'd also think twice about providing them with a review copy in the future. Personally, I'd aim for outlets that tend to give our products or similar products 8's and 9's (and 10's of course, but those would be vetted). Of course, this being an inexact science and products being different each time, you gather valuable data on if giving those free copies lead to 8s, 9s and 10s or if it led to something more varied.
I would not want to give someone who gives our product a bad review to get a free/prerelease copy, but due to the above, it can happen and is a risk companies are willing to take. However, as I mentioned in my last post, I fully believe a product marketer SHOULD build relationships with people who give your products bad reviews, simply because gathering data from the market is a fundamental part of your job and that data likely contains notes or actionable items of interest. I follow up with unhappy people (and happy people) all day every day and I do not want to only hear good opinions about our product, because then we become stagnant and feel like there is nothing to improve. However, that does not mean that a company has a moral obligation to give a reviewer a free copy. What I would do though, and this is just me, is maybe give some of the tougher reviewers a preview of the next game/version of a product when it is ready to gather an idea of if this next release has the potential to convert new people or if the target market focus should be a variation of the previous release.
You also mention not giving out copies for review as perfectly fine if you don't want to. I don't disagree but I feel that the important question is, why do you not want to? If the reason is that you are worried that reviews might not be as good as you would like, is that ethical? If you decide who to give out review copies to based on how they rated your last game, is that ethical?
So that's my main question. We all know that these things happen. Should they though?
As the person who creates a game/product, you are well within your rights to choose who gets your product for free, if anyone. What is not ethical is either the reviewer/influencer or the company hinting at or making clear that a good review will be born out of giving that product away for free. It is unethical to say "Well, we are only going to give you our product if you give it a good review and blacklist you otherwise" and it is just as unethical to say "Well, if you give us a free copy, you'll score higher than if we have to buy the game/product on our own".
I also believe that a company cannot give your product to EVERY reviewer and influencer that wants one (again, some reviewers have 10 followers, some reviewers who don't overlap with who your target market is, etc all exist) so a company can and will prioritize, which is fine. If a reviewer constantly has a tone of voice (in writing) that does not match your target market, how you want your product to be presented to the large market or anything else, you are within your rights to not provide them with a review copy. This does not mean you stop them from reviewing it though if they want to, reviewers are always free to review your product just not FOR free.
As mentioned earlier, I think the thing that always gets lost in this is that a reviewer is also running a business, just as much as the company producing the the game/product are. When you consume a review from your favorite reviewer, you are consuming their product and there is a reason why you have that favorite reviewer in the first place (branding, messaging style, reach, contacts, other content on their site, etc). To me, a lot of the posturing between reviewers and creators that has been going on recently are two businesses having a fight in a public space and trying to weaponized their customers on each side. I think that is stupid, childish and a bad look from all involved and would not be how I run either business venture, at all.