EA paying YouTubers to promote games

MATTHEW CODD
Last updated 17:59 23/01/2014

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Reports that major game publisher Electronic Arts has been paying YouTube video producers to promote their games have been confirmed by an EA representative.

Yesterday, leaked documents appeared on NeoGAF allegedly showing details of agreements made between EA and YouTube personalities as part of a program called Ronku.

EA asks producers to create videos showing off specific aspects of select games, while avoiding others; in exchange, they get US$10 per 1000 views.

As an example, the Battlefield 4 agreement asks the video producer to demonstrate key parts of the game, like taking down a skyscraper or triggering a shipwreck, while avoiding focusing on glitches. Other games suggested to be part of the program include FIFA 14, Madden NFL 25, Plants vs Zombies 2, NHL 14, and Need for Speed Rivals.

The NeoGAF report suggested that producers were being asked to sign a non-disclosure agreement about the fact that they were being sponsored. However, an EA representative who confirmed Ronku's existence to The Verge has denied that this is the case.

"The program requires that participants comply with FTC [Federal Trade Commission] guidelines and identify when content is sponsored," they said.

This comes just days after it was revealed that Microsoft had reached a similar agreement with Machinima, and has been paying content producers to promote the Xbox One console.

-NZGamer.com

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