How do video game reviewers get early access to games?

So I feel that publishers have established sites that they send copies of games to, sites like IGN, Giant Bomb, etc.

But I also feel that there are smaller sites that get review copies as well, so how did they do it?

I doubt it is an easy process, but is there any chance of me contacting a publisher to cover a game for a school newspaper? It is a bit of a reach, and I'm sure there are a lot of legal things that will need to be sorted out, but I am interested.

Does anyone have any insight into this process?

Thanks,

Jayross

...some sites got GT5 last week, but it was only the major sites and the official PS sites.  GB didn't get GT5 >.>

Always worth a try, but I wouldn't count on it.  But always worth a try.

Should I contact the PR person associated with the particular game?

Unless your school newspaper is read by tens of thousands of people I really doubt they'd send you a review copy. No harm in shooting them an email on the off chance that you get it but don't get your hopes up.
 
As far as how smaller sites review copies, that more than likely comes down to knowing the right people. GB, for example, is considered a smaller gaming site, but all the guys have been working in the game journalism industry for a looooong time and are known on a first-name basis with a lot of developers and PR people. I'm gonna hazard a guess and say that a school newspaper doesn't have those connections.

It depends on the game and the publisher, but a lot of publishers will provide review copies to smaller publications if you build up a good relationship with them. Even then, you'd be hard pressed to get review copy for a school newspaper, and I highly doubt you will be able to get early access copies of any game, you'll be far more likely to get a review copy after the game is out.
 
But either way, it's worth a try, so get in touch with some publishers and see what they say.

I dunno, Matty. That guy we know got that thing for the project that exists...
Although I think that might have already been out so I don't know >_<;

With a school newspaper I imagine it would be hard because you don't have something easily accessed with proof of your competence.  We've gotten review copies of downloadable games at BonusEXP, I'm working on a review of Super Meat Boy right now.  The key is being respectful and not exploiting the process.  If you're getting review copies just to get games early or for free odds are you'll be blacklisted quickly.  The other key seems to be having something to show of your works.
 
Contact PR and be polite, respectful, patient, and courteous.

Contact them, compliment them with the equivalent of a blow job, tell them you're a reviewer, they send game, you review.

you on drugs? 
a school newspaper?

I highly doubt they'll send you a copy of a big market game for a school newspaper, as there is really no huge upside for them. But hell its worth a shot I suppose, contact their public relations and try and be as professional as possible.

"Always worth a try, but I wouldn't count on it.  But always worth a try. "

For me I just contacted PR email, said who I was part of and the request was for review purposes. I got Castlevania: Lords of Shadow last week but still have to review it; ALMOST DONE!

Some PR companies are happy to give you a copy if you can fulfill your end but some demand a bit more like Alexa rankings and such. It's not a bad thing to try asking especially your position in a newspaper.

" It depends on the game and the publisher, but a lot of publishers will provide review copies to smaller publications if you build up a good relationship with them. Even then, you'd be hard pressed to get review copy for a school newspaper, and I highly doubt you will be able to get early access copies of any game, you'll be far more likely to get a review copy after the game is out.  But either way, it's worth a try, so get in touch with some publishers and see what they say. "

Just gotta contact them.

Are we talking about a high school newspaper or a college campus newspaper? The latter of those two choices would increase your chances of obtaining a review copy several times, though there's never a guarantee. The best thing to do is to build a relationship with PR through. I've been down this path, and if you want to write about games then you can't do it half-assed; contact a specific PR person for the company you're interested in, use them to confirm news and to get your hands on screenshots and stuff like that. After a while you'll build the kind of network that you will need to get your hands on a free press copy. And make sure you're emailing a copy of the finished review to that same member of PR, especially if it's a good one. It keeps them satisfied that you're actually writing and serving an audience rather than simply playing through your free games and writing a few disjointed paragraphs.

" Are we talking about a high school newspaper or a college campus newspaper? The latter of those two choices would increase your chances of obtaining a review copy several times, though there's never a guarantee. The best thing to do is to build a relationship with PR through. I've been down this path, and if you want to write about games then you can't do it half-assed; contact a specific PR person for the company you're interested in, use them to confirm news and to get your hands on screenshots and stuff like that. After a while you'll build the kind of network that you will need to get your hands on a free press copy. And make sure you're emailing a copy of the finished review to that same member of PR, especially if it's a good one. It keeps them satisfied that you're actually writing and serving an audience rather than simply playing through your free games and writing a few disjointed paragraphs. "