I saw a curve once from a [big publisher] showing the correlation for an RPG between Metacritic score and sales. There's an incredibly strong relationship, which is exponential. An 80 will get you a couple of hundred thousand sales, say, where a 90 will get you a couple million if it's marketed properly.
…it's probably not the norm… [But recently] not sooner than I'd just done an interview with [a large magazien] was the advertising manager talking with us on the phone a couple of hours later about how many pages we'd wanted to buy, etc. So it does happen like that.
…You see situations where the guys going to review a game are invited to go to Venice, and they're going to spend a half hour with the game and a week in Venice in a five-star hotel…
I've seen a PR manager in action for one of my games make a 79 an 81.