Xbox One: paid Machinima videos to be labelled as adverts, says Microsoft

Wednesday, 22 January 2014 10:30 GMT By Dave Cook

Microsoft has confirmed that it asked Machinima to label its paid Xbox One video content as adverts, after it was revealed that YouTubers would only be paid a higher rate for saying nice things about Xbox One in their videos.

We covered the initial Xbox One Machinima deal through the link. A clause in the initial incentive stated, “You may not say anything negative or disparaging about Machinima, Xbox One or any of its Games in your Campaign Video.” The line triggered a scathing response from gamers, who accused both firms for deceiving viewers through what are essentially, adverts.

We then posted a response from Microsoft, in which the company said that this kind of marketing deal is typical, and stressed, “The Xbox team does not review any specific content or provide feedback on content.”

Now, Microsoft has elaborated in a statement to Eurogamer, which reads, “Microsoft was not aware of individual contracts Machinima had with their content providers as part of this promotion and we didn’t provide feedback on any of the videos.

“We have asked Machinima to not post any additional Xbox One content as part of this media buy and we have asked them to add disclaimers to the videos that were part of this program indicating they were part of paid advertising.”

We’ll wait to see if such disclaimers are indeed labelled on videos. What do you make of the above?