Every publisher wants you to believe that their game will change the world -- none more so than the creators of Grand Theft Auto IV, Rockstar Games. Some may remember they billed GTA IV as a game that would "set a new standard for video games" and that it would offer a "groundbreaking experience". Now, whether or not you agree with those statements, it's clear to see that Rockstar would like to make a statement with every new release; 'You will love our awesome new game.' Now, that's all well and good, but it's when companies like Rockstar actively push for publications to cover their game in a positive light that things start to feel wrong.

After posting an excerpt from an e-mail that was allegedly sent from a Rockstar publicist, former Zoo Weekly deputy entertainment editor Toby McCasker was fired from his position at the magazine. He claimed that all was doing was "blowing the whistle on video game companies pressuring publications for favorable coverage."

The following quote is the mentioned excerpt, and refers to Rockstars' upcoming Red Dead Redemption.

"This is the biggest game we've done since GTA IV, and is already receiving Game of the Year 2010 nominations from specialists all around the world. Can you please ensure Toby's article reflects this – he needs to respect the huge achievement he's writing about here."

Soon after posting this on Facebook, McCasker was fired, with no reason given. Speaking to news.com.au, he said that;

"I did not sign up to become a journalist to write advertorials masquerading as editorial.

This 'cash for comment' culture that is fast becoming the status quo within print media bothers me a lot."

Zoo editor Paul Merrill was quick to deny any allegations, saying "I've never known any game maker to ask for a positive review and they've certainly never received it." But that's certainly not true, is it? I'm sure many of you remember the 'Gamespot/Eidos' incident back in 2007, in which Editorial director Jeff Gerstmann was allegedly fired for giving Kane and Lynch a low review score.

Of course, so far we've assumed that Rockstar did indeed 'encourage' a positive slant on the Red Dead Redemption coverage, and so McCasker was fired for letting the world know. It should also be mentioned that it's understood that McCasker had already received two warnings for his behavior, and something (whatever it might have been) eventually led to his demise.

Rockstar Games Australia denied all the allegations, stating;

"We always try to present our games in the most compelling way to media and fans alike and of course we, like every other video game publisher in Australia or anywhere else for that matter, want to have our games seen in a positive light."

Admittedly, it reads as though they're trying to cover their backs, but why should they bother? Our recent exclusive Hands-On Impressions left our writer Steve Pendlebury grinning with delight -- if the quality is good, why would they need to put pressure on the journalist community? We're here to give you accurate insights into the games that you might want to buy, not trick you into buying something you wouldn't enjoy. The whole idea of journalists becoming extensions of marketing strategies is sickening, and I hope that to God it never happens on a larger scale.

I can't speak for other print or web-based publications, but I know that here at Game Rant, we strive to bring you... well, it's in our logo -- "Video Game News and Previews without the sugar coating." We would never let ourselves be influenced by a publisher to 'adjust' our coverage and/or review score regardless of whether or not they pressured us.

What do you think of this story? Do you think it's plausible that Rockstar did push for positive coverage?

Red Dead Redemption will be shooting its way onto PS3 and Xbox 360 May 18, 2010.