EA is currently under fire as the game manufacturing giant has been exposed for paying prominent Youtube users to leave positive game reviews for its games "Battlefield 4" and "Need For Speed: Rivals".
An article on Cinema Blend revealed that the deal between EA or Electronic Arts and users was made through Ronku, EA's partner media program that connects Youtube users with the company. The Youtubers were paid $10.00 for every one thousand views (CPM) on the promotional videos of their games.
(You can view EA's agreement form here and here. The other game titles that are included in the deal are posted here.)
The terms of agreement of the deal indicated that participants are not allowed to divulge information about the compensation they receive for promoting EA games. Here is the introductory sentence of the agreement:
"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."
A couple of days ago, the Verge ran a similar story about Microsoft entering a partnership with Machinima to pay Youtubers to promote the Xbox One. This information was first leaked by the blogger ReconXBL. The same publication then did a follow-up report which included EA's controversial Youtube deals.
Upon releasing their second report, the Verge contacted EA and this is what the company's representative had to say regarding the controversy:
"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 video is valuable and unique aspect of how gamers share their experiences playing the games they love, and one that EA supports."
Going back to the terms of agreement, it seems that EA's statement completely ignores, or contradicts, what it said about keeping compensation information confidential by stating that participants must "identify when content is sponsored" as required by FTC guidelines.
- Contribute to this Story:
- Send us a tip
- Send us a photo or video
- Suggest a correction
