EA pays YouTube producers to promote its games

Company says "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."

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Earlier this week it was revealed that Microsoft paid YouTube producers to create video content that promotes the Xbox One, and now it's confirmed that Electronic Arts is operating a similar program. An EA representative confirmed the program, called Ronku, to The Verge after documents detailing its guidelines leaked on noted game forum NeoGAF yesterday.

Under the terms of the program, YouTube producers were paid to publish video content for Battlefield 4 and Need for Speed: Rivals. Each "assignment" had specific objectives, like focusing on in-game activities including taking down an entire skyscraper in Battlefield 4 or crossing the finish line in Need for Speed: Rivals. For Battlefield 4, producers were told not to make videos featuring any glitches they might encounter during gameplay.

Participants in the program could earn $10 per thousand video views from a maximum of three videos. Other games featured in the program were FIFA 14, Madden NFL 25, NHL 14, and Plants vs. Zombies 2, all of which granted payments of $10 per thousand views.

As The Verge points out, the issue here is not EA finding a new way to promote its games, but rather the way in which the company is reportedly going about it. The Federal Trade Commission mandates that endorsers "clearly and conspicuously" inform their audience that they are working on behalf of a company. However, the documents from NeoGAF suggest that producers of EA's Ronku program are barred from making such a disclosure.

"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," the document supposedly reads.

We have not been able to independently verify that this line from the agreement is in fact genuine, but the Ronku program itself is indeed real.

"Through EA's Ronku program, some fans are compensated for the YouTube videos they create and share about our games," an EA representative told The Verge. "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," the representative added.

Microsoft and Machinima described their promotional partnership as nothing more than a standard agreement.

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Xx_DemonSoul_xX

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Is anyone really surprised? You don't have to look far to see the hate for EA. It's all they can do to garner good reviews. EA just doesn't get it. And never will.

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jupsto

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Hmm I wonder how many other companies will be outed for doing this, sony too pherhaps?

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awhite33

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EA is just as desperate as Microsoft.

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beuneus12

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a bit more detail if anyone is interested:


<< LINK REMOVED >>..

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Nyrex

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That BF4 rule - "Do not make a video that focuses on glitches in the game"

Yeah, Thanks for that EA!

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Hop103

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<< LINK REMOVED >>Someone should file an FTC complaint on this.

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jack00

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EA MS sitting in a tree...

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Xx_DemonSoul_xX

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@jack00S-C-A-M-M-I-N-G, first come customers, then comes investors, and then comes another broken Battlefield in the baby carriage.

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StHapns247

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I think it is more of a game EA is trying to play. "I challenge you to produce glitch-free footage of BF4. If you do, I will give you $10."

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Pupchu

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"For Battlefield 4, producers were told not to make videos featuring any glitches they might encounter during gameplay."

In other words: No gameplay footage at all.

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DiverseGamer

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If people find out that you paid for positive support then what's the point?

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shadowkratos774

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Maybe this will start to open people's eyes. It's been pretty obvious, I mean when someone list numerous negative things in a game and still says "9/10, it's okay" you know something is up.

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DIGN

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In other news 10 + 10 has been found to equal 20.

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deactivated-5a44ec138c1e6

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I guess Microsoft learned from the best. -_-


Electronic Arts- Microtransaction Everything



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ACE-MEZA

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Whaaaat? No! Not EA! Those guys are angels! I can't believe they would do something like this. This is so unlike them.

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Ahiru-San

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the best thing about Battlefield 4?






Total Eclipse of the Heart.

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Carpetfluff

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<< LINK REMOVED >> 3 dollars per 1000 clicks?

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Ahiru-San

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<< LINK REMOVED >><< LINK REMOVED >> nope, the song!! I rather listen to the song than having to sellout for a thousand clicks and get a mere 3 bucks….

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Mr_Enlightened

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Im currently playing BF4, and its amazing, sure it has some minor annoyances, but the games is amazing.

So much shit happening around, I am totally hooked.


Add me on Origin " SurfaceNerd"

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deactivated-5a44ec138c1e6

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<< LINK REMOVED >> F*** you.

EA got their money and DICE had to suffer because they couldn’t do their job properly.

DICE created an incomplete game that need Patching every 3 weeks.

But EA doesn’t care they got their money.

Now all they are waiting for is to destroy Battlefield 5 and get their money.



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Ahiru-San

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<< LINK REMOVED >> how much did they pay you??

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neowarrior121

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<< LINK REMOVED >> you know you wouldnt get paid for that right need to be positive

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Kr3isen

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<< LINK REMOVED >> BF4 LOL

<< LINK REMOVED >>

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Mr_Enlightened

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<< LINK REMOVED >><< LINK REMOVED >> Try it, its like cocaine, everyone tells you its wrong, but you do it and then you cant live a day without it.

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SolidSnakeJT

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<< LINK REMOVED >><< LINK REMOVED >> what you said prove that the game is shit.
If it's like cocaine, you may be addicted, but you're addicted to a shit product lol

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Mr_Enlightened

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<< LINK REMOVED >><< LINK REMOVED >><< LINK REMOVED >><< LINK REMOVED >> just like cocaine

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ACE-MEZA

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<< LINK REMOVED >><< LINK REMOVED >><< LINK REMOVED >> BF 4 is unplayable..it's garbage

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DiverseGamer

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<< LINK REMOVED >><< LINK REMOVED >> BF4 is mediocre

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ACE-MEZA

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<< LINK REMOVED >> you're not a human you're a demon

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ziproy

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Look at this, they are flat-out bribing people, no other way of looking at it. You'll say "they're Youtube people so it's not as bad". They count. When it comes to video games, an average person or a popular Youtuber's opinion matters to gamers. If you hear someone go "this game is good" you'll believe them more than you would the developer or this site


I'm done respecting anyone involving this industry, but especially you people who call yourselves "journalists". If they're bribing Youtubers I can't possibly believe they aren't bribing journalists. I mean Kevin Van Ord just wrote a very nice piece on how the Fable Anniversary game is worth it, despite you can get the game basically for free at this point. There was no point to the article except to sell M$/Lionheads cheap worthless game.


But then again Kevin's reviews have been the most misleading. I bought Bioshock: Infinite because he wrote a good review. Then Tom McShea writes the review that should have been written if this site wasn't sold out

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Stebsis

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<< LINK REMOVED >><< LINK REMOVED >> /watch?v=WjObpd5U33U Watch this and maybe you'll understand this thing better
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Carpetfluff

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<< LINK REMOVED >> Then you learned a valuable lesson about having your own opinion and not relying solely on someone else's...and that would apply even without the assertion Kevin was paid for his.

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ggregd

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<< LINK REMOVED >> They're bribing YouTubers because they CAN'T bribe respectable journalists.

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ggregd

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I doubt EA was dumb enough to try to circumvent the law with that questionable clause, but people need to know when there is ANY possibility of bias when they look for information on a product. This kind of guerilla marketing had made Internet customer review and comment content mostly untrustworthy. There should be stiff penalties for companies hiring people to impersonate impartial consumers.

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Hop103

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If you want to be a shill for a company to pay your bills, do your research and support the companies who aren't doing high tier bullshit like EA. If an indie devs or a niche dev like Atlus or NISA wants to pay you $500 to promote their game, I recommend you go for it, they put their blood, sweat, and tears into their games unlike EA and MS.

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Draign

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@Hop103 There are talented people that worked their tails off to obtain their positions at EA and MS. Stop hating.

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ACE-MEZA

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EA = microsoft

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Mr_Enlightened

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<< LINK REMOVED >>

How dare you

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neowarrior121

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<< LINK REMOVED >><< LINK REMOVED >> yea we said truth

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Mr_Enlightened

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<< LINK REMOVED >><< LINK REMOVED >><< LINK REMOVED >> Lies

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neowarrior121

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<< LINK REMOVED >> right now they are sinking in quicksand as a metaphor for my disappointment

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