YouTube promo paid for positive mentions of Xbox One

The internet is abuzz with the ramifications of what appears to be a shady, unethical deal to promote Xbox One on YouTube.

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Updated with comment from Microsoft.

The internet is abuzz with the ramifications of what appears to be a shady, unethical deal to promote Xbox One on YouTube. A short-lived promotional campaign driven by Machinima paid "influencers" on the site for mentioning Xbox One in their videos. However, the terms required participants to not only be silent about the deal, but to ensure that they made no mention of Xbox One in a negative light.

The promo, which ran from January 14 through 16, paid $3 for every thousand video views in which Xbox One content was featured and promoted in a favorable light. According to the agreement, creators "may not say anything negative or disparaging about Machinima, Xbox One, or any of its Games." Even worse, they must not disclose any details of the financial arrangement.

As Ars Technica points out, those terms may go against FTC guidelines which require full disclosure when there is a "a connection between the endorser and the seller of the advertised product that might materially affect the weight or credibility of the endorsement." It's why our reviews at Shacknews always disclose when we receive video games for free.

The short-lived campaign means that the promotion had relatively limited reach, but it could put into question the validity of the opinions of certain YouTubers--especially those that don't disclose their financial connection to sponsors.

Following the story, a Microsoft spokesperson contacted us to say that the company had no formal knowledge of the promotion. "Microsoft was not aware of individual contracts Machinima had with their content providers as part of this promotion and we didn't provide feedback on any of the videos. We have asked Machinima to not post any additional Xbox One content as part of this media buy and we have asked them to add disclaimers to the videos that were part of this program indicating they were part of paid advertising."

Andrew Yoon was previously a games journalist creating content at Shacknews.

From The Chatty
  • reply
    January 20, 2014 2:15 PM

    Andrew Yoon posted a new article, YouTube promo paid for positive mentions of Xbox One.

    The internet is abuzz with the ramifications of what appears to be a shady, unethical deal to promote Xbox One on YouTube.

    • reply
      January 20, 2014 2:45 PM

      Looks like someone didn't get payed on time...

    • reply
      January 20, 2014 2:49 PM

      X-Box One Marketing-- A Proper Review-- F-

      Microsoft needs to purge their entire marketing department. They suck. Period.

    • reply
      January 20, 2014 2:52 PM

      Scroogled!

    • reply
      January 20, 2014 3:21 PM

      Why anyone is surprised by this should be the true story. The gaming/gaming journalism industry is awash with back-scratching deals, paid reviews, and social agenda bullshit. If it weren't for Shacknews I probably wouldn't be getting gaming news at all.

    • reply
      January 20, 2014 3:29 PM

      [deleted]

      • reply
        January 20, 2014 5:10 PM

        Mi₡Ro$oƒ₮

        • reply
          January 20, 2014 5:15 PM

          Even better using the defunct symbol for the German Mark and the generic currency symbol.

          ℳi₡R¤$¤ƒ₮

          Can't find a currency with an i-like symbol though :(

          • reply
            January 21, 2014 8:35 AM

            what's the ¤ symbol for anyway? google won't even read it properly.. :/

            • reply
              January 21, 2014 9:48 AM

              Wikipedia says it's a generic currency symbol for use when the correct symbol is not available. I'm not sure why this one would be more available though.

      • reply
        January 20, 2014 10:31 PM

        apparently not

      • reply
        January 21, 2014 8:20 AM

        ME MAD ME MAD

    • reply
      January 20, 2014 3:44 PM

      Do marketers of video games ever take ethics courses? Maybe they should start.

      • reply
        January 20, 2014 4:26 PM

        Internet marketing is a bit loose since things are changing all the time, people are trying new shit every day and a lot of it is not particularly ethical.

        • reply
          January 20, 2014 5:13 PM

          Because of that, I think the FTC needs to take more action on situations like this.

          • reply
            January 21, 2014 2:09 AM

            One attorney general (New York I think) went after some companies paying for positive reviews and got settlements.

    • reply
      January 20, 2014 3:44 PM

      You can tell this probably goes on all the time. You see weird product placements in some youtube channels or you see them devoting a full week or two to a game and so on.

    • reply
      January 20, 2014 4:29 PM

      and some of those shills populated the chatty during the release month.

    • reply
      January 20, 2014 4:38 PM

      Who really cares??? I mean the gameplay videos and the opinions of the people on forums such as this are really all I need to decide whether or not a game is going to be something I can get into.

      • reply
        January 20, 2014 5:07 PM

        Who really cares about ethics in this industry, or about this particular case? I don't care about the latter except for the existence of the former.

        • reply
          January 20, 2014 6:54 PM

          Im more referring to this particular instance..... There are too many players with much different codes of ethics to place them all under one blanket statement

      • reply
        January 20, 2014 5:12 PM

        I agree.

        Posted from my Xbox One.

    • reply
      January 20, 2014 4:42 PM

      Nintendo: Holy shit.. we could have done that? Damn it. :(

    • reply
      January 20, 2014 4:44 PM

      HAHAHA ahhhh fuck that shit

    • reply
      January 20, 2014 4:47 PM

      Paid comments make up half the Internet message boards. Are people really this naive?

      • reply
        January 21, 2014 3:31 AM

        As long as the news supports their Pro/Anti-Skub bis...yes, yes they are.

    • reply
      January 20, 2014 4:50 PM

      People easily ignore or filter out typical marketing on sites like that now but word of mouth is not as scrutinized. So it's natural marketing will focus more on this method.

    • reply
      January 20, 2014 4:57 PM

      Shady unethical deals are what the Xbox has always been about. It started with HALO.

      • reply
        January 20, 2014 5:00 PM

        Still hurts huh?

      • reply
        January 20, 2014 5:08 PM

        lol

      • reply
        January 20, 2014 5:12 PM

        wat.

      • reply
        January 20, 2014 6:09 PM

        hahahahaah wtf

      • reply
        January 20, 2014 6:26 PM

        Your tears, they taste so delicious!

      • reply
        January 20, 2014 11:51 PM

        How soon after halo did they start working with the nsa?

      • reply
        January 21, 2014 3:10 AM

        Personally, I'd point at "Can't play Alan Wake without DX10 and Windows Vista! Go upgrade NOW!" several months later "Can't play Alan Wake without XBox 360. Sorry for lying before (WE"RE NOT SORRY)"

    • reply
      January 20, 2014 5:04 PM

      SOMEONE PAID FOR ADVERTISING?!!!?!?!?!!

      • reply
        January 20, 2014 5:10 PM

        In radio it's called payola and is results in immediate termination.

        • reply
          January 20, 2014 5:57 PM

          In radio it's called payola and is currently how almost all actual radio is run.

          • reply
            January 21, 2014 3:13 AM

            It's called payola and is responsible for nearly all the no-talent, created in a biz meeting, 'entertainers' (I will not call them artists or musicians - because THEY'RE NOT)
            Although video plays a bigger part nowadays than it used to.

      • reply
        January 20, 2014 6:03 PM

        haha i love this post. Thank you.

    • reply
      January 20, 2014 5:08 PM

      [deleted]

    • reply
      January 20, 2014 5:11 PM

      I wouldn't be surprised.

    • reply
      January 20, 2014 5:20 PM

      my best frends dad just got a year 2012 Jeep Patriot SUV just by some part time working online from home... check my source ......... http://iop.li/3l4

      • reply
        January 20, 2014 5:22 PM

        Haha. This is real i think.

      • reply
        January 20, 2014 5:32 PM

        You dumb motherfucker. You literally shilled in a news story about what pieces of shit shills are. I banned you already, but if hope whatever shithole 3rd world fuckpit you live in is one of the ones that gets lots of natural disasters or has warlords or like super high AIDS rates. Your parents think you are a piece of shit.

      • reply
        January 20, 2014 5:33 PM

        MODS NUKE FROM ORBIT

        • reply
          January 20, 2014 5:35 PM

          It's a monument to the utter dumb fuckness of these people. I hope they are some kind of robot script thing because if not this example is beyond the stupid shit they normally spam with.

          • reply
            January 20, 2014 5:47 PM

            I think it is clearly automated

            • reply
              January 20, 2014 7:02 PM

              I think YOU'RE clearly automated. Your move, robot.

              • reply
                January 20, 2014 7:27 PM

                Ain't nevah letta robot tell me shit
                Ain't nuttin' but a bitch ass microchip.

          • reply
            January 20, 2014 6:34 PM

            Did you ever stop to think that just maybe his best friend's dad really did win a car and he just love the community so much that he wanted to share with us the one weird trick that let him do so?

          • reply
            January 20, 2014 8:41 PM

            Pretty sure it's a robo script... I've seen a ton of them pop up before.

          • reply
            January 20, 2014 10:35 PM

            So we don't have recaptcha or whatever it is for account creation here still?

      • reply
        January 20, 2014 5:49 PM

        Holy shit...the irony...you couldn't plan something like this if you tried

      • reply
        January 20, 2014 6:00 PM

        Tells us more Patrici

      • reply
        January 20, 2014 6:17 PM

        Omg this is the best

      • reply
        January 20, 2014 6:28 PM

        [deleted]

      • reply
        January 20, 2014 6:29 PM

        NOBODY ASKED YOU PATRICE!!!

      • reply
        January 20, 2014 6:31 PM

        Hey I could use a 2012 Jeep SUV Tell me more.

        • reply
          January 20, 2014 7:00 PM

          I've totally got a bunch of money coming from a Nigerian prince and I need to spend it on something!

      • reply
        January 20, 2014 6:37 PM

        You sonovabitch

      • reply
        January 20, 2014 6:57 PM

        Dude posts spam and gets more LoLs than 95% of my LoL'd posts.

        Fucker.

      • reply
        January 20, 2014 7:30 PM

        hay guise, should I click this link?

      • reply
        January 20, 2014 7:31 PM

        Thanks buddy!!!!!

      • reply
        January 20, 2014 7:52 PM

        my best friends dad just had his 2012 Jeep Patriot SUV repossessed by some part time repo man.

      • reply
        January 20, 2014 8:44 PM

        Lol.

      • reply
        January 20, 2014 10:33 PM

        hahahahahahaha

      • reply
        January 21, 2014 2:02 AM

        [deleted]

        • reply
          January 21, 2014 2:10 AM

          658 171 19 is his phone number.

      • reply
        January 21, 2014 11:33 AM

        Hi chatbot 65817119, do you know how to love?

    • reply
      January 20, 2014 6:00 PM

      Where's the YouTube porno?

      Wat? Promo? /lesigh

    • reply
      January 20, 2014 6:39 PM

      [deleted]

    • reply
      January 20, 2014 7:41 PM

      [deleted]

    • reply
      January 20, 2014 10:45 PM

      My favorite post which I've empty quoted a few times was that Matrix Online shill on this site. It was so fucking funny.

    • reply
      January 21, 2014 1:49 AM

      That is really fucking scummy.

    • reply
      January 21, 2014 2:15 AM

      That's very normal. Journalists are wooed and bloggers are bought.

    • reply
      January 21, 2014 7:51 AM

      i wonder if the inside gaming guys have been playing GTAV on youtube for the past like 10 weeks for similar reasons.

    • reply
      January 21, 2014 7:55 AM

      Doesn't seem to me like it worked though

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