This mostly goes out to my MMO blogger buddies, although I am hoping readers have similar thoughts.
If you have been following a game since before beta, your positive opinions on the final product are suspect. Call it fanboyism, irrational exuberance, or cognitive dissonance: we expect your opinion to be positive no matter what the final product is, and if you pre-ordered before playing any sort of beta, we completely discount positive views. You are an advocate. Negative views gain strength so long as they are not too strong; the negatives seen even through rosy lenses are probably real, but we also discount venom spewed by people who sound like jilted lovers.
You can write for people who have already decided to buy the game or not. Both love news that supports confirmation bias. If you want to write for people who have not yet decided and are either on the fence or just have not thought about your one game in the thicket of competitors, there are two things that I think will be most helpful.
On your enthusiasm, “show, don’t tell.” We already know that you like it, so we need to see why. This post is inspired by Ravious doing an excellent job of that on Guild Wars 2. See also SynCaine on Darkfall, demonstrating why and how he enjoys the game in a way that is compelling even to those of us who will never play it. These are model posts for bloggers.
For that final decision when the game is releasing, give us references to more disinterested observers. Have a few links to other people, noting an endorsement from a newcomer (not a long-time follower of the game), a mixed but “buy” review, and someone who decided against buying. Demonstrating awareness of “this is not for everyone” strengthens your view by making you look less like a raving fanboy, and the positive comments from someone who is not buying get that same weight as your negative comments. Please also remember to link to your pre-release posts with an update of “and this panned out perfectly” or “and this will need some work post-release.” The perfect conclusion will be “These are my 3-5 favorite aspects, but don’t buy it if you cannot stand X.”