I'm sure Jim's picture of things as they currently stand is more or less accurate. But as a game consumer, it's hard not to feel a note of unease. In my case, it's not so much at the idea that getting game systems etc. for free amounts to a payoff for good "critical" press as the recent cases where companies or their reps groused or threatened (or in some cases, actually followed through) on preventing some portions of the critical press from getting the same access to their products as their peers on the basis of their alleged negativity.
Every time something like that makes the headlines, one wonders if it's an anomaly or the status quo- or if the first is turning into the second in some seamy underbelly we aren't privileged to observe.
I imagine a different model- and please, anyone feel free to poke holes in this idea; I'm sure there are problems I'm not seeing.
First, I imagine some kind of "board" of game reviewers whose existence is funded by a modest payment from participating game review outlets, payment scaled based on the staff size, viewership, and annual profit of the institution. The board would serve two major purposes: one, to keep a roll list of independently "accredited" game reviewers (just so any schmuck who makes a game video on YouTube doesn't get the same treatment as a writer of long standing for a major site), and two, to holler holy murder if a company tries to stick it to an accredited reviewer- limiting their access, etc. The reviewer board would insure that the companies that tried to employ strong-arm tactics would get the "blacklist" treatment, not the other way around.
Secondly, accredited game reviewers or their institutions would pay for their own games and systems. Ah, hold on- I'm not talking about MSRP. Your presence on the roll list as a reviewer means you get an enormous discount- maybe paying $5 for a AAA game and $100 for a system, say. That would put even a high-traffic reviewer on a roughly even playing field in terms of their expenses as a gamer who doesn't review every game and have to cover every system. A reviewer's presence on the list would mean they still get early access- and if a game company tries to exclude anyone on that list from receiving the same treatment, see above. It would help significantly lessen the appearance of impropriety- every expense the game reviewer had paid to the company, every shipment the company sent out to a reviewer, could be a matter of public record on a web site that the board maintained. Reviewers would have "some skin in the game".
The hardest part, from where I stand, would be making absolutely certain the Board remained independent and free of prejudice. They would have to receive no funding at all from the game companies, directly or indirectly; they would also have to have some means to suspend or remove reviewers who had broken a code of conduct (which would presumably largely consist of breaches of journalistic ethics); they would have to be absolutely above pressure from companies to censure particular critics for their reviews. I'd also recommend that there should be a way for a critic to keep his or her "accredited" status even if their parent company turned them loose, just to avoid things like the Gamespot "Kane & Lynch" debacle.
That's my "perfect world" scenario, anyway; I'm not pretending such a thing is ever going to come about on my say-so.