If might work both ways, if the game is not popular at all (low expectations) and it turns out to be a solid game, then the reviewer might give it a high score, example: Chronicles of Riddick on the Xbox.
When reviewers expect a lot from a game, for example: Alan Wake, I'm quoting GameTrailers here, "Aland Wake has been over 6 years in development" it might hurt the score, because they might expect a lot from a game that has been a long time in development.
When there is a lot of hype, they might also get caught up in it, just like when GTA 4 was released, a 9.5 or 9.0 should have been fine.
BenGenio
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