The reviewers are also in a difficult position. For the review to have some reach with audiences you need to have it out by release time. Then you test a pre-release build. There will be bugs that the developer says will be fixed. How do you deal with that?
It's an excellent point, but I'm afraid to report there are no easy answers here.
Although I don't agree that a review must
necessarily be published on release day, it's certainly fair to say that it's highly desirable to do so for a number of reasons. That's what the gamers want and that's what editors want, too. However, there's only one way to achieve that and that's to get pre-release access so the review process can begin a week or so before the game is available to the public. And here's where it gets messy.
Publishers long ago realized they hold almost all the cards in this scenario, and many of them have been pretty ruthless about who gets access and who doesn't. It used to be that most any member of the press could get advance copies for reviews, though sometimes there was an "embargo" attached to the copy. But over time that gradually became rarer and only the bigger sites could get access while the smaller sites were completely cut out. But now even that less-than-ideal situation has changed for the worse. Today, it's not uncommon for publishers to award one
exclusive advance copy to one of the big corporate game sites while everyone else has to get their copies at retail. Understandably, this leads to a situation where the editors from the sites that didn't get the exclusive push reviewers to get the article done as quickly as possible or it won't even be worth the effort and expense of paying for it.
This sorry situation has led to a lot of articles criticizing the state of game journalism as rushed, sloppy, or whatever. Also, it has raised issues of whether or not some game sites "go soft" on certain titles because A) they are afraid of losing their inside access if they go too rough on a big game or B) jeopardizing their lucrative advertising contracts which are critical to funding the site and paying the bills. One need look no further than the firing of long time Gamespot editor Jeff Gerstman to see what might have been an example of exactly this kind of pressure. I say "might have" because no one really knows what happened in that episode except Gerstman, the senior editors and the publisher. But public perception has a way of taking on a life of its own.
So where does that leave game sites? We've now established that reviews have to be really cheap in order for them to be a worthwhile undertaking under any circumstance (even IGN and Gamespot don't pay reviewers very well); reviews need to come out as close to release day as possible in order to be relevant; reviewers need to spend a fair amount of time with a given title in order to provide solid information for gamers, yet render a verdict that is fair and won't totally alienate publishers and developers because of missed features or whatever; and finally a reviewer has to struggle with reviewing a game "as is" or waiting for an early patch that will remedy obvious bugs. The end result is a witches brew of conflicting interests and difficult to attain goals. In reality, it's a wonder any decent reviews ever get written at all!
The basic problem here is managing the expectations of gamers. As long a gamers demand that game sites publish reviews very close to release day, the sites will by necessity be at the mercy of game publishers and forced play by the rules they set. Gamers then complain that there's an incestuous relationship between game sites and publishers! In a lot of ways, it's really a lose-lose situation and nearly all the headaches on the editorial side of running a game site come from reviews. Plus, when you factor into it that reviews require a lot of time and effort but pay very poorly for the reviewer, and you've got a situation ripe with all sorts of inherent problems and built-in headaches for the editors.
All that said, I would like to publish more reviews at GameSquad. But in the big scheme of things, we get a lot more mileage out of posting editorials, guides, and opinion pieces than we do reviews. We can be as hard-hitting and opinionated as we feel like, and there's little anyone can say because A) there's no deadline B) we don't need anything from the publisher and C) the article is clearly labeled as an opinion piece which makes it hard for anyone to really criticize.