EA has also paid for YouTube promotions

Wednesday, 22nd January 2014 03:21 GMT By Brenna Hillier

Following on from Microsoft and Machinima’s “typical” paid Xbox One promotion, one NeoGAF user has come forward with documents allegedly pertaining to a similar promotional deal pertaining to next-generation EA games. While not going into specifics, an EA representative confirmed the promotion’s existence with The Verge, saying that “some fans are compensated for the YouTube videos they create and share about our games” and that participants are required to abide by the FTC’s guidelines regarding disclosure of paid advertorial material.

Thanks, Polygon.



  1. Sylrissa

    imo The problem isn’t people on youtube getting paid promotion deals, only if they refuse to disclose to their audience that it’s a paid promotion deal.

    #1 11 months ago
  2. derpachu

    Meh. Could care less.

    #2 11 months ago
  3. Ireland Michael

    This is starting to border on tabloid sensationalism.

    #3 11 months ago
  4. The_Red

    “and that participants are required to abide by the FTC’s guidelines regarding disclosure of paid advertorial material”

    This is nothing like MS deal because EA was actually following the FTC guidelines. The Machinima / EA contract on the other hand is breaking law by saying DO NOT DISCLOSE this.

    #4 11 months ago
  5. mreko3230

    It’s been rumored for a long time that tech companies have given checks and goods to tech review channels for good reviews of their products. So hearing about this is really no big shock.

    I guess the question is- Is a individual 15 year old kid talking about how great an XBOX is on a YouTube channel the same thing as an “advertisement”? The MS deal was actually pretty shitty CPM wise. I would venture to guess most of the participants didn’t make more than $10 for their “review”.

    #5 11 months ago
  6. The_Red

    If they DON’T disclose the payment, the whole thing is illegal regardless of who is on the video. FTC updated their guideline last year to include this very thing.

    #6 11 months ago
  7. Tormenter

    I’d be very surprised if they all weren’t at it.. Personally I thought this kind of thing was a given, not that I accept it as good practice, just that this kind of behavour is exactly to be expected in the ecconomic structure that has been allowed to run rampant.

    Money talks, shit walks. It is simply what it is, unrestrained capitalism… with all of the base corruption that accompanies it.

    I’m surprised people are surprised.

    #7 11 months ago
  8. TheBlackHole

    Anyone who riffs on actual video games in their content has likely been paid by publishers – Just check out the plethora of EA and Ubisoft titles being promoted on channels like these:

    #8 11 months ago
  9. s3ltzer

    Well, Microsoft and EA…no wonder these two are trying to overhype Titanfall. This “alpha” phase thing is just a publicity stunt to overhype the game.

    #9 11 months ago

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