One PR Firm’s Lack Of Ethics: Reverb Caught Astroturfing The App Store

When it comes to winning in the App Store, one PR firm has discovered a dynamite strategy: throw ethics out the window. Reverb Communications, a PR firm that represents dozens of game publishers and developers, has managed to find astounding success on Apple’s App Store for its clients. Among its various tactics? It hires a team of interns to trawl iTunes and other community forums posing as real users, and has them write positive reviews for their client’s applications. Yeah, that 5-star iTunes app review you saw for the once top-5 paid app Enigmo? It might not be written by a real user, but rather by Pangea Software’s PR firm. Reverb isn’t the first to try and game the user review process, but they are definitely one of the most blatant cases.

Reverb Communications is an extremely successful PR firm that claims to have “first party” and “personal” relationships with Apple. Aside from representing Pangea Software, one of the more successful App developers for the iPhone (they made Enigmo, which was featured during the Apple WWDC Keynote 2008), they also represent Harmonix (the Guitar Hero and Rock Band guys), MTV Games, and a host of iPhone game developers. Additionally, they’ve managed to do an impressive job at courting the press: clients have had iPhone apps featured in just about every major media outlet known to man, including Forbes, MTV, G4TV, NBC (in fact, all the examples were for one developer: Publisher X, which Reverb happens to own). Reverb claims that their clients have sold over $2 Billion of product under their watch.