Pimax: Paying For Positive Coverage Went “too far”

We reached out to Pimax about the situation, this is what the company had to say:

Road to VR: You mentioned on Reddit that the Community Engagement Program went “too far.” To you, where did it cross the line?

Jaap Grolleman: Obviously, the part that is wrong and unethical, and misleading, is demanding or even asking for a positive review, and tying a reward to that.

To reward users for sharing their honest experience, I don’t think this is a huge issue, especially if they disclose the reward (which we encouraged users to do before), and especially if we [don’t say their feedback must be positive].

This is what we always did as a company policy. But to ask that the user experience posted to be positive, that’s not OK, and that’s something we never approved of as a company. I did not know about this, so I really regret this was sent out, even if only to three people.

You noted that review procedures have been “reinforced.” What does that mean operationally?

JG: Only a few people have access to the official channels of the company, such as the website, newsletter, and social media. But we have a lot more staff on e.g. Reddit or Discord, answering questions or otherwise interacting with users.

We have reminded all our staff that they always need to consider well that, 1) they represent Pimax at all times, also when sending out messages on Discord privately to users, and 2) they work at an international company, and 3) that we have a formal internal application process for any type of outreach.

Especially anything that is a campaign or some interactive event. This was all not followed here. We have clarified that to all our staff and explained how damaging these mistakes are.

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Was the points-based reward structure and/or its specific rewards (Steam gift cards, discount coupons, subsidized tour of the Shanghai office) in effect at any time before the program? If so, what incentives were offered?

JG: No. Before we simply had ‘Share your experience’, and asked users to share the URL with us for a reward. The exact shape and size of that has changed over the past two years, but I knew about this, and this was approved formally. Incentives offered were mostly Steam gift cards, PCVR game keys, and VR headset stands. But no requirements were made to the story, other than 200 words.

What do you think about practices that could be seen as astroturfing or misleading potential customers?

JG: As a company, we don’t do that and we have also condemned those messages sent out around the 22nd of May. The fact that this immediately caused backlash shows how wrong this approach is. But this backlash did not happen before — because again; as a company, we never implemented this system.

For me personally, I always want to have my conscience clear about the work I do at Pimax. Anything we do, I want to be able to explain with a straight face externally as well. Also, our headsets don’t need this kind of misleading activities.

Broader Implications

While Pimax acted quickly to shut the program down and issue a public apology (seen below), the incident raises deeper questions about transparency and trust in user-driven marketing—especially in an industry as dependent on enthusiast goodwill as PC VR.

Like many companies, Pimax continues to operate its regular affiliate program, which primarily rewards YouTube creators who increase sales through affiliate links—pretty standard across the industry, if not an ethical grey area when not prominently disclosed.

To boot, many companies—not just Pimax—only strongly encourage disclosure, leaving it up to the individual creator to navigate. Notably, Pimax provided Road to VR with a redacted copy of its ambassador agreement, which we independently confirmed with a number of influencers to be in line with how things usually operate.

“The only guideline we may give [to affiliates] is that a review must be published e.g. within 3 weeks of receiving the headset, and/or that they must use UTM links so we can track performance. But this really depends on the influencer,” Grolleman tells Road to VR, further noting it’s “common practice [to] loan a headset and turn that into a gift later — or gift the headset right away for a review.”

That said, this can present content creators with a sort of balancing act, wherein objective reviews can be tinged by the implication that overly negative coverage may endanger access to future hardware releases, tipping the scales of public perception in the company’s favor.

Now, Pimax must work to rebuild not just its public image, but the credibility of its influencer ecosystem—a critical pillar of marketing in the PC VR space, and one increasingly under ethical scrutiny.


Road to VR is proud of its leading policies for maintaining journalistic independence: Road to VR is an independent publication with no outside investors. In the articles appearing on our website, we disclose when hardware is provided in any capacity, whether lent or given for review, preview, or otherwise. Clear disclosures are given in the rare occasions where we report from events where travel or lodging was provided by a third-party. We are not part of affiliate programs that are specific to any XR company, though we sometimes make use of Amazon affiliate links, as noted at the bottom of all of our content. Further, we decline offers of influencer “care packages” (often containing promotional items for game and product launches) if the contents are not necessary for our coverage of the topic in question. We do not hold individual stock in companies that are part of the XR industry.

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Well before the first modern XR products hit the market, Scott recognized the potential of the technology and set out to understand and document its growth. He has been professionally reporting on the space for nearly a decade as Editor at Road to VR, authoring more than 4,000 articles on the topic. Scott brings that seasoned insight to his reporting from major industry events across the globe.
  • Nevets

    I expect all companies do this, but that doesn't change the fact that going forward, nobody can believe anything positive anyone says about Pimax.

  • Dr. Charles Forbin

    Pimax has a long history of being sleezy. They routinely fail to deliver promised features at launch and constantly announce new kit with unrealistic delivery dates. The YouTube VR "influencer" community is corrupt and in no way transparent regarding the financial compensation they receive. Given Pimax's shady reputation, coupled with the deceptive, potentially illegal behavior documented in this article, you'd have to be a moron to give them your money. I'm sick of "influencers" making excuses for Pimax; it seems pretty clear they are in on the grift.

    • victor

      Maybe so but at the end Pimax can still make good headsets and even go to say beyond competition. I owned both the Pimax5K+ which I used for 8years and loved it, and the crystal light which is good for the price.
      Thoug must say I'm not crazy about them releasing one headset after the other while never finishing/polishing up the bugs on any of them and just keep coming up with new models running like chickens without heads. I ordered the newly released super which has just begun shipping, and then they come up with 3 new models making mine already feel old model and possibly never clearing up the bugs.
      I think they need better management/focus

      • Desire4ture

        +2.5 credits have been deposited in your Pimax account

        • victor

          LOL

      • Andrew Jakobs

        Pimax5k+ I used for 8 years

        But, but the pimax 5k+ was only released on 30 nov 2018, so not even 7 years ago….

        • victor

          I got it fall of 2017 from kickstarter before actual release few months later so technically 7 and half years

  • Dan DeMontmorency

    While this is very unfortunate development. It is more common then people realize. One of the big drivers of disclosure came after the events detailed in the documentary "Inside Job" where financial institutions like banks were buying positive reviews from Wall Street.

    Google banned a YouTuber from receiving the Google Pixel 9 early after an unfavorable, unflattering review of the Pixel 8. Many companies look for loop holes to skate rules.

    i can vouch this is more a recent issue with pimax rather than a long time practice. Even on their home page they have had unfavourable comments & ratings that were not removed. Though now they have made it much harder task to repair their relationship with consumers as it will be in the back of many ppl's minds this event creating a lot of doubt.

    However truthfully consumers should never rely on singular sources. But review a variety of sources like RdToVR which has a long good standing with providing neutral reviews.. citing the good and not so good.

  • jimmey dean hiya

    They got caught…….now damage control.P-O

    • Steven Williamson

      CADDX had their 'secret' review contracts leaked – they theatened YTers with legal action, and it worked – Youtubers shut down their channels, and shut up about what they know.

      • nejihiashi88

        Who is CADDX?

        • Steven Williamson

          They make FPV cameras for DJI, also their own Walksnail brand.

    • Arno van Wingerde

      But the thing is… this kind of thing gets inevitably out, typically pretty quickly, so apart from being amoral, it also does not make a lot of business sense. I tend to believe Jaap, that this a bunch of Chinese "helping" their company.

      A less noticeable tactic is to make changes to a product after the reviews or add other inferior versions (Sony rootkit software & Nvidia 8 GB video cards, anyone?) which works a bit better but still gets exposed quickly. This is a more worthwhile approach but still gets exposed doing damage to the reputation of the company.

  • Alex

    People are much quicker to complain than to compliment. The features they offer are still very competitive in pcvr. If they focused more on improving their service and were more cautious with product releases, there would likely be far fewer complaints.

  • As I've written on Reddit, the thing is, practices like this are more common in China, so I guess some Pimax employee thought it was normal to propose them also to Western customers, not knowing that here it is not only illegal, but it is considered an unfair practice by the community. I believe that Jaap never approved this, because since he comes from Europe, he knows that this is not something good to make here… but once the new is out, the disaster is already done. I guess they will need time to regain the trust they have lost.

    (Being this a positive comment, I hope it will make me earn at least a Steam gift card…lol, I'm kidding of course)

  • Steven Williamson

    LOL! Another CADDX type Chinese company cooking up these backroom deals for paid posts and reviews, kept secret like fake Amazon reviews. I'm too poor for Paidmax anyway!

  • Octogod

    If people knew how common this was in the VR space their heads would spin. Astroturfing is considered marketing by many well funded companies. And then websites report ratings or numbers or reviews, not understanding their incentvizing this behavior.

    But kudos to Pimax for owning up to this idiotic mistake, going on record, and fixing it. That's rare.

  • Korgen

    pimax has always been and will always be crooks

  • Sofian

    Pimax has carved a distinctive niche in the virtual reality landscape, consistently pushing the boundaries of what's possible and delivering an unparalleled immersive experience. For enthusiasts and professionals alike, Pimax VR headsets represent a commitment to cutting-edge technology and a vision for the future of virtual worlds.

    What truly sets Pimax apart is its dedication to extreme field of view (FOV) and ultra-high resolution. While many VR headsets offer a more restricted view, Pimax devices like the 8K series and Crystal boast a breathtakingly wide FOV that closely mimics natural human peripheral vision. This expansive vista dramatically reduces the "screen door effect" and enhances presence, making virtual environments feel genuinely vast and limitless. Coupled with resolutions that often surpass the competition, Pimax delivers stunningly sharp visuals, bringing intricate details to life and making text crisp and readable.

    Beyond the raw specifications, Pimax has fostered a reputation for innovation. They've consistently introduced features like interchangeable lenses, advanced eye-tracking, and robust software solutions that empower users to fine-tune their VR experience. This focus on customization and performance caters to a discerning audience that demands the very best. While the journey of pushing technological limits can present its own challenges, Pimax's continuous development and engagement with its community demonstrate a brand that is truly passionate about advancing VR. For those seeking the most expansive, detailed, and immersive virtual reality journey available, Pimax stands as a testament to visionary engineering and a dedication to the ultimate VR frontier.

    • Arno van Wingerde

      Let's keep commercials out of the discussion, shall we?

      • Sofian

        I want my $5.

        • Arno van Wingerde

          Shocking!
          I would never sell my integrity for less than $10! Shame on you for driving the price down!