Pictured here, the featured reviews are quick snippets that are placed right beneath the games on store shelves. They're selected by Kmart staff, who've published a blog post outlining their criteria for potential contributors. The reviews are unpaid since they're just republished user ratings a la Amazon.
User-submitted reviews and ratings are a big part of the online shopping experience, but that's not generally true of the old-fashioned retail stores. When you walk into Best Buy, Walmart or (until now) Kmart, you'd better already know something about the video games or other products you're looking to buy, because you won't find any guidance there except from the salespeople — who are, after all, trying to sell the products.
Rockstar Games' open-world Western Red Dead Redemption was the subject of one example of an in-store review pulled from the web: "You'll hunt and search for treasure in a world teeming with danger. One of the best games of 2010. For more game reviews, check out KmartGamer.com."