What is review bombing and how do players influence publishers through negative reviews?

Contents:

• Why does review bombing happen?
• Is review bombing objective?
• Does review bombing help you choose video games you like?

In the gaming industry, review bombing is a phenomenon in which users band together to post negative reviews of video games en masse. Such campaigns most often occur on aggregator sites that collect player opinions, as well as in online stores where games are sold. Review bombing can be caused by a variety of factors, including dissatisfaction with game changes, developer policy decisions, or other aspects affecting the community. This phenomenon has a significant impact on the reputation of games and can affect their sales.

Skillbox Media analyzes the advantages and disadvantages of review bombing. We received assistance with this from:

• Nikita Putilin, PR, Owlcat Games;
• Ilia Svanidze, PR, 1C Entertainment;
• Leonid Gorbachev, head of Moon Moose studio.

Why does review bombing happen?

If a publisher doesn't respond to user reviews or doesn't provide open communication channels, players may resort to drastic measures, such as lowering ratings. This is done with the aim of negatively impacting the sales and popularity of the game and drawing attention to existing problems. This approach, while controversial, highlights the importance of feedback and interaction between developers and the community. Players expect their opinions to be heard, and ignoring feedback can have serious consequences for a project's reputation.

The phenomenon of review bombing stems from its importance for publishers, as user ratings on platforms like Metacritic and Steam play a key role in product perception. Review bombing is an effective tool for attracting the attention of both publishers and the general audience, which is significantly more difficult to achieve through specialized forums or communities. An additional factor contributing to its growing influence is constant media coverage, which only amplifies its impact. Review bombing is becoming an important element in marketing strategies, changing the dynamics of interaction between users and developers.

Nikita Putilin is a PR manager at Owlcat Games. He is responsible for developing public relations and communicating with the audience. A professional in his field, Nikita actively works to promote the company's games and build a positive brand image. His experience in PR and marketing helps Owlcat Games attract attention to new projects and maintain interest in existing titles. Thanks to Nikita's work, the company successfully engages with players and the gaming community, contributing to the growing popularity of its products in the market.

One game that recently suffered review bombing was Battlefield 2042. Electronic Arts' marketing campaign emphasized the project's scale, but upon launch, players encountered numerous bugs and balance issues. At the time of writing, the shooter's user rating on Metacritic is only 2.1 out of 10, and on Steam, only 15% of reviews over the past month have been positive. We detailed how DICE failed to deliver on its promises in a separate article. This situation highlights the importance of game quality and consistency upon release, which impacts not only the developer's reputation but also the overall perception of the product by players.

Review bombing cannot be definitively assessed as a positive or negative phenomenon for players. Sometimes games receive numerous negative reviews for good reason, but often review bombing is caused by the publisher's actions rather than the quality of the product itself. In such situations, the game suffers unfairly, highlighting the complexity of the review bombing phenomenon and its impact on game perception.

Review bombing is most often associated with negative reviews, but it can also take a positive form. The gaming community can demonstrate its support for a publisher, as was the case with Assassin's Creed: Unity. In April 2019, Ubisoft donated €500,000 to the restoration of Notre Dame Cathedral, which had been damaged by a fire, and offered AC: Unity for free on the Uplay store for a week. This not only strengthened Ubisoft's reputation but also drew attention to an important cultural initiative.

The campaign was dedicated to the creation of a 1:1 scale virtual replica of Notre Dame in the game, which was intended to aid in the reconstruction of the real cathedral. Users actively supported the initiative, leaving positive reviews on Steam. While the initial reception for Assassin's Creed: Unity was mixed, the current positive review rate is 73%.

Is Review Bombing Objective?

Participants in game-related promotions don't always actually purchase the product or have experience playing it. Because of this, the results of such promotions cannot be considered objective. For example, in the case of King's Bounty II, our team encountered review bombing immediately after the game's release. This highlights that user opinions can be distorted and do not always reflect the true value of a product.

The data obtained showed that bombers had not played the game, but expressed dissatisfaction with the deviation from the concept they loved in the previous fork. This is surprising, as for two years we showcased the project at various events, publishing screenshots, artwork, and videos, trying to clearly convey that this was not a remake, but a new vision that incorporates the best of the franchise. However, this wasn't enough for some who downgraded the game. We analyzed all the feedback we received, sorting out the important from the unimportant, and retained only those suggestions that would truly help further the product's development. We continue to work to improve the project, taking into account the feedback of our users.

Ilia Svanidze is a PR manager at 1C Entertainment. His responsibilities include managing public relations and promoting the company's products. Ilia actively interacts with the media, organizes press events, and develops communications strategies aimed at strengthening 1C Entertainment's image. His experience and professional skills allow him to effectively represent the company's interests in the video games and entertainment technology market.

I am not a supporter of the current form of interaction between the gaming community and Developers. Attack settings arise spontaneously and are often unrelated to the quality of the product itself. For example, players may lower scores due to a lack of localization or the unavailability of elements that were popular in previous installments of well-known series. This creates a distorted picture of the game's perception, which can negatively affect its success and development. It is important that feedback is constructive and takes into account real aspects of the game's quality, and not just individual flaws that do not affect the overall gaming experience.

Ilia Svanidze is a PR specialist at 1C Entertainment. His responsibilities include creating and maintaining a positive company image, interacting with the media, and developing strategies for promoting 1C Entertainment products and services. With his experience and knowledge in PR, Ilia helps strengthen the brand and increase its market presence. His work includes writing press releases, organizing events, and interacting with journalists, which allows him to effectively communicate information about the company's new products and achievements to a wide audience.

After the release of The Last of Us Part II, the game faced review bombing on Metacritic, where the average user score dropped to 3.4 out of 10. These reviews began appearing just hours after release, which raises questions, as many players hadn't completed the story campaign. The main complaints centered on the plot and character changes. Critics have often argued that Naughty Dog focuses on the so-called "agenda," ignoring the interests of its loyal fans, whom they believe Neil Druckmann has betrayed.

Review bombing is a modern cultural phenomenon where users leave negative reviews en masse on certain products or topics in an attempt to influence opinions and change public perception. Often, such actions conceal incomplete information. When visiting a store or review aggregator, I want to receive objective information about the quality and value of a game, rather than be faced with a wave of emotions based on current hate or love trends. It's important that reviews are constructive and informative, allowing potential buyers to make informed decisions.

Leonid Gorbachev is the head of Moon Moose Studio. Under his leadership, the studio develops unique game projects that attract the attention of both players and critics. Thanks to its innovative approach and creative ideas, Moon Moose has established itself in the video game market. Leonid is actively involved in concept development and manages a team of professionals, which allows the studio to remain at the forefront of the industry.

Due to a recent incident, Metacritic's rating system has changed: users must now wait several days after a game's release before leaving their reviews. This step is intended to improve the objectivity of ratings, but the extent to which it actually influences game ratings remains questionable.

The answer to the question of how to influence a publisher is quite simple: if you're not satisfied with something, use your financial voice and express your dissatisfaction through purchases, which has always been an effective method. It's also useful to record your opinions on platforms like YouTube. This is a more honest approach, as large companies are obligated to their shareholders to ensure annual revenue and are much less concerned with the average ratings of their products on aggregators. Your opinion matters, and it's worth sharing.

Leonid Gorbachev is the head of Moon Moose Studios, a well-known studio in the video game industry. Under his leadership, the studio creates unique and engaging gaming projects that attract the attention of players and critics. Gorbachev actively participates in the development of the studio's concepts and strategy, which contributes to its growth and development in the market. Moon Moose focuses on innovative solutions and the high quality of its games, which allows it to occupy a respectable position among competitors.

Review bombing often occurs due to a lack of transparency on the part of developers and publishers. In this context, it is important to establish active and open communication with potential buyers. Establishing a trusting dialogue will help avoid dissatisfaction and increase user satisfaction. Regular interaction with the audience will create a more positive company image and reduce the risk of negative reviews.

Ilia Svanidze is a PR specialist at 1C Entertainment. He is responsible for developing public relations and interacting with the media, which plays a key role in promoting the brand and its products. In his work, Ilia actively uses modern PR strategies to create a positive company image and increase its market presence. His experience and knowledge enable him to successfully implement projects aimed at strengthening 1C Entertainment's reputation and attracting new customers.

Does review bombing help you choose video games you enjoy?

The modern game rating system often ignores the influence of major seasonal projects like Fortnite or World of Warcraft. Many gamers, for example, preferred Rainbow Six: Siege two years ago, but now they are dissatisfied with the game's current meta and balance. Therefore, for a potential buyer like me, the Metacritic rating is of little importance. Much more important is whether the game will be interesting over time.

Leonid Gorbachev is the head of Moon Moose Studio. Under his leadership, the studio has established itself in the market thanks to innovative approaches and high-quality content. Moon Moose actively develops unique projects that attract the attention of both players and critics. An important part of the studio's philosophy is the desire to create engaging and memorable gaming experiences. Gorbachev, with his extensive experience in the gaming industry, directs the team to create high-quality products that meet modern user demands. Moon Moose continues to expand its horizons, incorporating new technologies and ideas into the development process, making the studio a competitive player in the market.

The perception of bombing negatively impacts the perception of games. For example, Psychonauts 2 is an outstanding sequel and a quality product from Double Fine. It's unclear why the game receives so many negative reviews simply because of the lack of a Russian localization. In today's environment, I recommend following the principle of "trust, but verify." Behind the negative reviews, you can find constructive opinions from people who actually purchased the game and can express their opinions without harsh words and unfounded comments.

Ilia Svanidze, PR Manager at 1C Entertainment, has extensive experience in public relations and marketing. In his role, he is responsible for creating and maintaining the company's image, as well as interacting with the media and the gaming community. His strategic approach to PR helps 1C Entertainment effectively communicate information about new projects and initiatives. Svanidze actively uses modern tools and methods to promote games, which helps increase interest in the company's products and strengthen its position in the market.

After the appeal of Russian-speaking Following user feedback to the developers of Psychonauts 2, they decided to add Russian subtitles to the game. This step was a response to community requests and demonstrates the developers' attention to their fans. Now Russian-speaking players will be able to fully enjoy the story and atmosphere of Psychonauts 2, significantly enhancing their gaming experience.

Treating review bombing as a valid assessment of a product is incorrect. This can mislead users who are not aware of the review bombing phenomenon. This is especially true on the Metacritic platform, where rating a game does not require actual experience. Frequent mentions of a specific audience in the media help determine whether a project has been review bombed and whether user ratings should be given more careful consideration. It is important to recognize that such ratings can distort the true picture of a product's quality.

Nikita Putilin, PR Manager at Owlcat Games, is responsible for communications strategy and public relations. His work includes creating and implementing PR campaigns that help promote the company's games and strengthen its reputation in the market. Under Nikita's leadership, the Owlcat Games team actively engages with gaming media and communities, informing fans of project news and updates. Thanks to his efforts, the company successfully establishes contact with players and receives feedback, which contributes to improving the quality of games and their popularity.

At the recent Steam Fall Event, review awards were presented, and our game received numerous positive reviews. If you want to review-bomb, focus on a product you really liked. This way, you can contribute to the development of the game and influence its popularity. This is a great way to support the developers and show your appreciation for quality content.

Leonid Gorbachev, director of Moon Moose Studio, is a key figure in the video game industry. Under his leadership, the studio has established itself as an innovative developer creating unique game projects. Gorbachev is actively involved in the development process, ensuring the high quality and originality of his games. Thanks to his vision and leadership, Moon Moose continues to expand its horizons, attracting the attention of both players and critics. The studio's strategy is focused on creating immersive game worlds and engaging gameplay, making it a significant player in the market.

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