I look at both, but I will never let others influence my choices.
I buy games by judging gameplay videos and some basic information such as genre, lasting appeal, etc. If lots of people and reviewers go crazy over a certain game, I wouldn't follow unless I want to.
ACII had universal praise, but judging from what I've seen of the core gameplay, it's really not my style. Sure it has a great story with awesome environments and platforming/sandbox gameplay, but I don't like the gameplay style of waiting to counter the enemies. It also has NO challenge. Therefore I decided to watch the cutscenes on youtube for the amazing story and saved 70$ (Canadian prices with taxes).
Other games that flew under the praise but appeal to me will be purchased. Back then, before the GS review, I wanted to buy Demon Souls the instant I heard it was coming to NA. I had no clue that it would be GOTY, and I honestly didn't care. I saw the trailers, the videos, and I liked what I saw. I don't know anyone who had the game back then, and SW was trashing it(BSO did, and some guy said he would eat his shoe if it got AAA, saw this on someone's sig) or ignoring it while counting pixels in the KZ2 graphics threads.
I find the scoring and the "FLOP" game in SW completely childish and very disconnected with the real world tbh (oh well at least it's for teh lulz.)
People must fully comprehend that a review, no matter how professional at appearance, is simply an opinion of the reviewer (or teh sellout conspiracy *cough* MW2 *cough*). Sure, it's easy to compare the numbers instead of playing through each game, and it may help to spend your money better. Nevertheless, it is the fact that you are playing the game for your own fun that people forget, a review is a measure of how much fun other people had, as simple as that. They are not mathematical facts. Who's to stop anyone to enjoy their game regardless of the score? Like the millions of people who bought Just Dance?
This notion of anything below AAA is junk makes me laugh, as well as the people buying games just because they are AAA or vice versa just because they scored lower (not even the casual crowd is as stupid as these people (no pun intended, just noticed that teh casuals gets some hate here), and they buy things for the brand name only.) It's like they have no mind of their own, and must have some "AAA" status behind the game to accept it. This goes against the foundations of video game medium: to have fun and feel the accomplishment, (I would say IMO but I don't think that's debatable) regardless of the others' view on how you're getting the said fun and accomplishment from your game.
There is no point of saying a game is better because others enjoyed it better (i.e. scores). It's the same as saying a shovel is more usefull to the guy living in Siberia than a brand new laptop, therefore, the worth of a average shovel is superior to the laptop for him, as he needs to use it in his snowy everyday life. Does that means I will be buying a shovel over the same laptop in my position and feel more secure from that? :|
I must add, however, that sometimes it's quite sad that a game gets great scores and is genuinely deserving but ended up not selling. Buried gems like Okami, Psychonauts, TC's EndWar, World of Goo, etc were great stuff, yet fell off the radar because of the lack of marketing. I think it's perfectly fine to look up the reviews to decide your purchase, but a review is not your own opinion, and you should use the review to build your opinion instead of just taking the number at the end.
Finally, I want to insert a comment about how ironic the whole video game journalism feels to me. I never find it confortable or even acceptable for others to shove their opinions down other people's throat, yet the whole point of the review process is based on this. Reviewers may not think about this when writing, but at the end of the day, the reader of any review will have their opinion replicated while reading the review. This is automatically done by any intelligent reader who tries to fully understand the reviewer's points when he put himself in the reviewer's shoes. That's why I like video reviews better, at least you could see the gameplay yourself instead of imagining the stuff exactly how the reviewer felt like putting it.
(no matter how low of a score a review of Just Cause 2 gets, the viewer will be more than interested by the exploding goodness of hijacking a jet and crashing in a building and escape unharmed with the magical physics defying hookshot while rolling over 5 gouvernment soldiers. I would get this game even if it got 1.0, seriously)
edit: Holy ****, didn't notice the wall of text. Guess I went overboard :P
Anyway, TL;DR version:
Form your own opinion guys, scores are just the other guy's opinion, nothing more.
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