I've often thought that at the heart of all this crappy game journalism that seems to be flying about are crappy games journalists. But it's not all our fault. I've come to realise that crappy game PR is to blame too.
For as long as I can remember, game PR's ship out bog standard press releases to the mainstream media, notifying of releases, new features and general uninteresting rubbish. Instead, they should be thinking harder about tailoring press releases to specific journalists that talk about interesting subjects.
For example, game PRs should have gone nuts when the figure for the in-game economy for Everquest was worked out as the 77th richest in the world. That should have been all over the mainstream media.
When Hollywood scriptwriters get on board with games, and find the transition difficult, that should alert PRs to an excellent opportunity for features in arts suppliments.
When political activism starts happening in MMOs, that needs to be shipped out to broadsheet news desks across the country.
When we start to see accurate, historical storytelling in action shooters, we need features on living World War 2 through games.
I'm not saying it's easy. In fact it's very difficult to persuade mainstream journos to write about games in an intelligent fashion. But it's possible. And it won't start until PRs pull their fingers out.
. . . and breathe.
Perhaps, instead of moaning, I should do something about it myself . . . from the dark side.