The recent furore surrounding Microsoft, Machinima and paid-for positive YouTube content has cast something of a shadow over gameplay footage focussed coverage of late, but by the looks of it it's common practice in the industry as EA has just confirmed that they do much the same thing.
After a promotion similar to the one that starred in "Machinimagate" was flagged on Neogaf, the publishing giant quickly moved to clarify their position, explaining the Ronku program and how it works.
"Through EA's Ronku program, some fans are compensated for the YouTube videos they create and share about our games," an EA spokesperson told TheVerge. "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."
The Neogaf post highlights the following text: "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," which appears to run contrary to FTC guidelines.
When questioned as to whether participants can disclose their relationship after signing non-disclosure agreements, EA simply said: "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 main difference between the two promotions seems to be that EA doesn't explicitly ban negative comment, although they do ask YouTubers not to focus on gameplay glitches. The other difference comes in remuneration, while the Microsoft promotion only paid an additional $3 CPM (per thousand views), EA are offering $10 CPM for content that adheres to their guidelines.
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