EA reportedly also paying YouTube creators for marketing, according to leaked screens

EA Marketing

By on January 22, 2014 at 5:52 pm

Screenshots appearing on NeoGAF seem to show EA engaging in a similar kind of social media marketing to Microsoft, who partnered with Machinima to pay for positive mentions of the Xbox One on YouTube.

According to the screens, EA has most recently paid money for the launches of Need for Speed Rivals and Battlefield 4, with specific requirements as to what should be shown in each video and how to highlight the game’s key features. A CPM figure of $10 is quoted for the “assignment”. If the figures are correct, EA spent $200,000 on promoting Battlefield 4 on YouTube and $60,000 on Need for Speed Rivals.

The text for Battlefield 4 instructs creators “not to make a video that focuses on glitches in the game”, but unlike Microsoft, does not forbid creators from talking about aspects of the game they would like to see improved or from saying negative things.

Further assignments are also shown for other EA titles, including EA Sports titles and Plants vs. Zombies 2.

We’ve contacted EA for comment and will let you know what happens.

Source: NeoGAF (thanks Daniel)

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14 comments (Leave your own)

At least they let the people discuss negatives and talk about what should be improved, makes it a fairly different scenario in my mind.

 
NoobyMcNoobnoob

i’ll file this under “shit we already know”

 

makena:
At least they let the people discuss negatives and talk about what should be improved, makes it a fairly different scenario in my mind.

Dont go to say that if someone did they would not pay out the $$$

 

noobymcnoobnoob:
i’ll file this under “shit we already know”

Agreed.

 

makena:
At least they let the people discuss negatives and talk about what should be improved, makes it a fairly different scenario in my mind.

I know people have joked about this before, but seriously. Do you work for EA?

 
jerichosainte

doesn’t create an unbiased environment for review. considering the lies have come from the top with battlefield 4, I’m not really surprised at this dog act.

 

Its EA, how can you be remotely surprised….. It’s SOP for those idiots.

 

any day now I reckon Sega, Ubisoft, Activision and Bethesda are all going to get called out on it too. I’ve got a severe hunch that they are doing it given how much coverage their games get by youtubers.

With sega it was very common with Rome 2′s launch, just look at sites like Hotpepper Gaming which had an official CA rep on the show undeclared if it was a paid promotion. They also paid Extra Credits to do a special on their game too, however they were completely open about taking pay for it which I’m cool with.

I hate how dishonest everyone is nowdays, they just need to say when they’ve taken money for showcasing something, its not that hard and its required by law anyway for broadcasters to deliver this information to the public. Don’t make me get Paul Barry. lol

 

schrapple: I know people have joked about this before, but seriously. Do you work for EA?

Are you sure you have the right person?

 

matty: Are you sure you have the right person?

^ this is exactly what I thought.

 

schrapple,

I think you’re confusing Makena with rapid101.

On topic, you know that you have little confidence in your product if you have to pay people to give positive reviews for it. If the game is good and doesn’t contain too many game-breaking bugs, it’ll sell itself without the need to pay people for positive reviews.

Sadly, this is only just one facet of the greater problem – publishers spending way too much money on marketing and not enough on development (particularly QA).

 
NoobyMcNoobnoob

PalZer0:
schrapple,

If the game is good and doesn’t contain too many game-breaking bugs, it’ll sell itself without the need to pay people for positive reviews.

Sadly, this is only just one facet of the greater problem – publishers spending way too much money on marketing and not enough on development (particularly QA).

agreed. sometimes the bugs dont matter. STALKER is a good one, poo-pooed by reviewers in general when it first came out, massive bugs, but i loved it all the same. years later the amount of love from the modding communities it still a great little time waster.

that and the big companies must be a bit jealous of the word of mouth success of things like minecraft, terraria ect

 

noobymcnoobnoob:
that and the big companies must be a bit jealous of the word of mouth success of things like minecraft, terraria ect

and star citizen which isn’t even released yet ;)

 
James Pinnell

Why are people blaming EA for this?

If there wasn’t a plethora of money hungry YouTubers willing and ready to accept cash in return for promotions, then they wouldn’t have a market in the first place.

I have never been offered cash for my influence, nor have many other games journos, because they know that 1) It would never be accepted and 2) it would be a public relations disaster.

 
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