As the debate over Microsoft’s YouTube marketing strategy is reaching its crescendo, a user on NeoGaf is now suggesting that EA are applying some not too dissimilar tactics themselves.
The user has posted several documents (thread HERE) that note ‘Assignments’ for specific video content to be created for EA titles which will in-turn be rewarded with a monetary sum based on the popularity of the video. Of particular note is the supposed unpopular NDA agreement attached to the assignment, which states that –
‘You agree to keep confidential at all times all matters relating to this Agreement and any Assignment including, without limitation, the Details and Compensation listed above.’
EA says that each video must comply with the FTC’s Guidelines
Other details within the documents show that, if confirmed to be real, EA want the content monitored. Requirements on one assignment requested that the director does ‘not make a video that focuses on the glitches in the game’, whilst setting deadlines for completion within the contract boundaries.
Apparently, EA has pretty much confessed to these documents are authentic. Issuing a statement earlier today, EA had this to say about their YouTube advertising methods. ‘Through EA’s Ronku program, some fans are compensated for the YouTube videos they create and share about our games. The program requires that participants comply with FTC guidelines and identify when content is sponsored. User-generated videos are a valuable and unique aspect of how gamers share their experiences playing the games they love, and one that EA supports’.
‘We explicitly state in the Terms & Conditions of the program that each video must comply with the FTC’s Guidelines concerning Use of Testimonials and Endorsements in Advertising’.
In a similar manner to Microsoft, EA are being called out on the issue but equally feel there is no harm in their ‘fans’ being compensated for the work they do. The profit from working for EA is quite luxurious as you will see in the aforementioned documents, but it seems to be the control over content aspect that is causing concern for gamers.
Is it a big deal that YouTube content creators are making money from advertising games of EA’s choosing under the guise of Let’s Play or other video game related videos? Let us know your thoughts in the comments section below.