Back in the “good old days” when I and others on here were writing for CGW, CGS+/CGM, and other mags, once you got to a certain level of credibility you were FLOODED with free games (and hardware.) I would get Fedex boxes every week from the major and minor publishers, and not just of games I would be reviewing. You got on the “send lists” and the stuff just showed up. (My kids loved it.) So if you were at a regular freelancer/contributing editor level, the fear of not getting free stuff was never a motivator.
There was also never pressure from the editors to write positive reviews to keep the publishers/advertisers happy, at least for me at CGW and CGS+/CGM. Not at all.
The toughest part for me was, at that level, you go to know the people developing the games. Sometimes very well. I did it, but it was painful to know that someone was leading a team working 18 hours a day down the stretch, sleeping in the office, and then have to write a really negative review. FWIW, quite often these were a result of the publisher forcing them to release the game before it was ready. Whole 'nuther thread.
OTOH, my observation is that once the web sites started popping up everywhere, a couple of things happened. The PR folks at the major publishing houses had to get MUCH pickier about Send Lists because everyone was emailing them saying “I’m an editor at www.koolestgamezever,com please send me free games.” The other issue was you DID have a lot of new writers that really, really wanted to get free games and make buddies with the PR people at EA, etc. and they did NOT want to offend.
FWIW, there were only two times I got major grief for a negative review, from a major publisher. One was Electronic Arts when I wrote a critical review of NHL 96 for CGM. They said everyone else is giving it 5 stars! How can you give it 2.5 (or whatever I did.) I asked them, what in the review do you have a factual issue with? I’ll address anything you believe is incorrect or unfair. “But everyone else have it 5 stars!” Oh, it still didn’t keep them from sending me product and I still have a good professional relationship with the PR rep (for many years.) We both understood we were both professionals doing our job.
The other was a tank simulation from - I forget who, but they were a B+ level publisher. I had an appointment with them at E3 about a week after my review in CGW had come out in which I gave the sim a deservedly really negative review (e.g. AI commanded tanks would drive into the one tree in a field and then just sit there pushing against the tree forever, some of the in game menues were unfinished, weapon and armor ratings were crazy bad resulting in ridiculous battlefield results, etc.) The PR guy at my scheduled meeting with them at E3 said “You don’t get to talk to our talent any more after that review!” He was in progress of chewing on me and I was about to walk away when the President of the company walked up, saw who I was and who I wrote for (we’d talked in the past) and heard what was going on, told the PR guy, somewhat quietly, “Shut up” and then asked me about the review, I said lets get the game up and running on one of the PCs here, we did, I showed him what I was talking about, he pulled a couple of his people over and we had a big discussion on their QC and testing, etc. Later that week as I walked past their booth he pulled me over and said he fired the PR guy who was chewing me out; he said if a PR person can’t interface any better than that he should be in a different business.
All that reminiscing aside, yeah, if reviews at a site basically tell me what I could learn from the wargames website, I won’t spend time at that site again. There needs to be some in depth discussion and not just feature description to be worth a read.