Earlier today, a review was being shared around. It was a featured review on Metacritic for the new Resident Evil Requiem, and it was very obviously AI-generated — both in terms of the review text itself, and the image and biography of the completely fictional author.
Now, I know there is plenty we can criticise Metacritic for, but to the site's credit, after being made aware of the situation, the review was not only pulled from Metacritic, but the site in question was blacklisted from being featured on there for future reviews, too.
The site in question was VideoGamer.com — not a site I ever particularly frequented, but one that has been around for many years, and one of many, many old games press brands that have been bought up by private equity and turned into sites filled with AI-generated drivel, usually in the form of undisclosed advertorial features pointing people towards shady gambling sites. VideoGamer is not the first site to fall in this way; previous victims have included AdventureGamers and The Escapist, and there are almost certainly countless more that we haven't found as yet.
My initial reaction to anything like this happening is to ask "why?"
Why are once-good sites being replaced with AI-generated drivel? Who do they think is reading this stuff? Why do the people in charge of these hollowed-out husks of websites think this is, in any way, a good idea?
The answer, of course, is that this is the natural endpoint of SEO-driven online writing. The sole reason these articles exist is to get people to click on them and generate advertising revenue for the site's owners. And if they can do that without having to do anything silly like pay actual people to write actual articles, so much the better! (Although the more astute among you out there may well point out that being an AI power user probably doesn't end up much cheaper than hiring an actual person — particularly in the games press, where, as Mat Jones of IGN put it earlier today, "games freelancers will turn in 2,000 words for an egg sandwich". I wish it wasn't true.)
Couple this with the news that Eurogamer and surrounding sites are suffering some considerable layoffs and things do not look altogether rosy. I also learned that VG247 is now little more than an SEO guideslop site; I never really liked that site all that much, but since most of my USgamer stuff ended up archived there after USgamer itself closed down, I do have a certain attachment to it.
The frustrating thing for me is that all this seems so unnecessary. Video games, as an industry, creative medium, art form, whatever you want to call them, are huge. One would assume that would mean they would need a specialist press around to cover them effectively, but given that so many sites have been gutted over the last few years — and, in many cases, replaced with AI slop — something doesn't quite seem to add up.
Sure, we've seen the rise of sites like Aftermath, who do good work, and it was gratifying to see Giant Bomb successfully extricate themselves from their former corporate overlords — full disclosure: I subscribe to both to support them — but neither of them quite take the place of what we used to have. And you can interpret that however you will, because the same is true if you think I'm referring to traditional "news, previews and reviews" websites, or if you think I'm referring to magazines. (Spoiler: I'm talking about both.)
Part of this feels like an extension of the whole "New Games Journalism" discussion we had in the latter-day 1up years. And while that discussion went to some odd places, I do acknowledge that there is some valuable work going on over at a number of worker-owned, reader-supported sites, particularly when it comes to telling the stories of people who work in games. But sometimes you just want to read something simple like what someone thought of a game you're interested in, y'know? And that side of things seems to very much be a dying breed.
One might argue that there's less need for that, what with social media, online discussion and "influencers" (you will never get me to not use scare quotes around that odious term) dominating the way games are promoted online these days. But I still like to read a straightforward review of something — and the continued existence of Metacritic, as flawed as it is as a concept, suggests that there's still a place for that sort of thing.
I can't help but wonder where all this will end up. With people starting to get interested in physical media once again, I would love to see proper magazines become a thing again. I suspect that won't happen, but we certainly can't go on like this. Can we? This feels like how you actually end up with a completely dead Internet.
Want to read my thoughts on various video games, visual novels and other popular culture things? Stop by MoeGamer.net, my site for all things fun where I am generally a lot more cheerful. And if you fancy watching some vids on classic games, drop by my YouTube channel.
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