How MMO studios wield ‘YouTube influencers’

    
123
How MMO studios wield ‘YouTube influencers’

Kotaku has posted what it’s calling “a behind-the-scenes peek at what it looks like when YouTubers shill for game companies.” Perfect World Entertainment, well-known to MMORPG players for its stewardship of multiple Cryptic MMOs and Chinese imports, apparently partnered with a marketing firm called Reelio, which sent YouTube “influencers” an email asking for their help in promoting Star Trek Online and Neverwinter. (It’s not clear why Kotaku was included in the original email.)

“The primary objective of this campaign is to encourage viewers to download and play Neverwinter and Star Trek Online,” Reelio told video creators. “Remember, this campaign is CPC based so the more creators that sign up using your link, the bigger the payoff for you!”

Affiliate schemes are nothing new to even legitimate press websites, of course, although $120 — the start-up going rate for this promotion, apparently — is incredibly high and surely reflects a presumption of the power of video and the perhaps more lax ethical standards of the Let’s Play generation. Kotaku runs many affiliate-link-laden articles itself, like the one published just a few minutes before the article quoted here. Massively OP likewise includes affiliate links for Amazon and a handful of MMOs, prominently displayed in an orange box in relevant posts and tags.

The full article is over on Kotaku for those curious about the messier side of the business.

No posts to display

newest oldest most liked
Subscribe to:
Kodimus
Guest
Kodimus

deekay_zero Lethality This is a good example of someone that isn’t worth working with. He’s not very good at actually playing the games and also has a terrible attitude. The most important thing someone getting into marketing their games through this medium should understand is subscribers != profit. There’s a lot more to it than that.

Kodimus
Guest
Kodimus

deekay_zero Kodimus You’re right, in a lot of ways it’s still the wild west. But the premise has a lot of potential once people learn what’s right and wrong with it. It’s a newish platform for this, so I totally understand that people are falling for stuff they shouldn’t. It’s their reputation though, so eventually they will learn, or they’ll be surpassed by someone else.

Greaterdivinity
Guest
Greaterdivinity

deekay_zero and yet the fact that youtubers are being paid to promote games is a matter of record as in the article
It is…and? It’s also a matter of record from this article (well, the Kotaku one) that the marketing company clearly stated that anyone participating in this paid promotion clearly label this video as a paid promotion. Thus ensuring that viewers would be aware that this was an advertisement rather than actual opinions of the youtubers. So…what’s your point?
are you going to pretend that doesn’t extend to people who promote themselves as reviwers?

If they also review games, so what? One can review games while also participating in programs like this for games that they don’t review. If they do this for games they do review, then that’s up to their audience to decide whether or not to believe that the review is genuine or influenced by the reviewers participation in an earlier marketing promotions.
Again though, that’s still not evidence of a paid review from a major outlet (or even youtuber). Still waiting, bro.

deekay_zero
Guest
deekay_zero

Greaterdivinity deekay_zero i just don’t limit these criticsms to gaming press. that’s not being tipsy, it’s being semi informed. 

eiter way gonna peace out now bro. gg. nt nf.

deekay_zero
Guest
deekay_zero

Greaterdivinity deekay_zero and yet the fact that youtubers are being paid to promote games is a matter of record as in the article

are you going to pretend that doesn’t extend to people who promote themselves as reviwers?

Greaterdivinity
Guest
Greaterdivinity

deekay_zero eh it’s the youtuuber/blogger people that are undermining their own arguments.
How so? Because there are some that do shady shit, that all are bad? That’s silly as all hell.
i’m not in the camp arguing for no more preorders.
I didn’t say you were, I simply say that the camp arguing for no more preorders (something I actually support! I think preorders are a bad choice for consumers) is objectively losing.
that these people hold such a grip on social media is without question the question is, does social media reflect a larger population?
Fucking what? What people? What grip?
and we have to ask ourselves that about all facets of news media that increasingly report based on what is being said on social media.It’s one thing to remain skeptical, as is reasonable. But you’re jumping this way and that and even as someone who’s pretty tipsy myself, I’m impressed at how disjointed and incoherent your arguments are.

deekay_zero
Guest
deekay_zero

Greaterdivinity deekay_zero eh it’s the youtuuber/blogger people that are undermining their own arguments.

i’m not in the camp arguing for no more preorders.

i’m not the among the people making 45 minute videos about why we shouldn’t preorder.

that these people hold such a grip on social media is without question the question is, does social media reflect a larger population?

and we have to ask ourselves that about all facets of news media that increasingly report based on what is being said on social media.

and that is my point.

Greaterdivinity
Guest
Greaterdivinity

deekay_zero Which is why preorders are continuing to do fantastic, and by all accounts (last I remember) preoder numbers for games are continuing to grow.
Again, it’s like I don’t even have to do anything. You’re undermining your own arguments.

Greaterdivinity
Guest
Greaterdivinity

deekay_zero i really cant help you then. i mean google is shit but… if you can find this awfulness then either google is worse than expected or you have weak googlefu. and in any case i can’t help you
Again, if it’s so easy, link me a single confirmed example of a major outlet being paid for a review. Please, I’ll wait.
lso ihave no idea what you were googling, you’d need to look up hundreds of bloggers and youtubers with specifics game name scombined to find thi sshit. don’t even fucking act like you did that research in 10 minutes bro.

Bro, I work in the industry. I deal with press and youtubers and shit on a daily basis. That’s my job. I know full well who the vast majority of the major players are and have worked with many of them. And if there was any bullshit like paid reviews going on that I was involved with, I would have stepped the fuck out a long time ago.
if you really fucking wanna know, you’ll take a look and keep your eyes open and ear close to the ground. you claim to have worked at ncsoft then you should have some connections.

Again, I work on this shit. This has been part of my job for years. I didn’t work at NCsoft, I worked with them. And that was a small part of my career. I have plenty of connections, and none can corroborate anything you’ve said. I may be in the industry and work with media, but I’m absolutely a gamer first and foremost. If this kind of shit was going on and I knew about it, I’d say something and if there was the possibility of me being involved, I’d step the fuck out. But again, I’ve seen no evidence of it and you’ve provided me with none. So I’ll continue to assume you’re a keyboard warrior who read a few threads on KiA and thinks they’re now an industry expert.

deekay_zero
Guest
deekay_zero

Greaterdivinity deekay_zero see the #NOPREORDER movement.