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EA using YouTube pay for promotion program similar to Microsoft and Machinima

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Photo by Colony of Gamers via Flickr.com

Electronic Arts has revealed that it has also been using a YouTube pay for promotion campaign, much like the controversial partnership between Microsoft and Machinima exposed earlier this week, according to a report today from GameSpot.

An EA representative confirmed the campaign called Ronku to The Verge today in response to documents containing the program’s guidelines leaked to NeoGAF this week.

"Through EA's Ronku program, some fans are compensated for the YouTube videos they create and share about our games," the EA representative told The Verge. "The program requires that participants comply with FTC guidelines and identify when content is sponsored.”

However, according to the leaked documents, those being paid for posting clips of EA games like Battlefield 4, Need for Speed: Rivals, FIFA 14, and Madden NFL 25 were required to keep the promotion confidential.

The documents, according to the GameStop report, have yet to be corroborated by an independent party, though Microsoft and Machinima ran into similar ethical questioning when a campaign to promote the Xbox One through the YouTube network’s partners was exposed earlier this week.

You can read that Examiner report by clicking here.

The Microsoft and Machinima released a joint statement, along with separate statements, yesterday saying that the campaign has ended and all participating partners are to comply with FTC regulations requiring the disclosure of the endorsement.

You can read that full Examiner report by clicking here.