Is this allowed?
It's like opening a restaurant and paying people to eat there for a while to generate fake social proof.
First 100 people through the door get 15% off!
Beta testers get the full game half price!
And of course, authors do this on the NYT Best Seller list all the time... buy enough copies of your own book at enough book stores and you'll shoot right to the top: https://en.wikipedia.org/wiki/The_New_York_Times_Best_Seller...
If your book/game is crap, the it will fall again, you lost your money and your spot in the charts.
New York Times would definitely care if they had reason to believe a book on their Best Sellers list was having its sales inflated. In fact, they mark those books specifically with a dagger next to them and the practice of price manipulation is a subject of on-going controversy which is presumably costing the list some prestige. [1]
[1] https://en.wikipedia.org/wiki/The_New_York_Times_Best_Seller...