Over $260,000 spent on YouTube marketing for recent titles.
By Tim Colwill 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)