Microsoft Paying People To Post Positive Xbox One Reviews On YouTube?

Xbox Machinma Ads

A recent stealth promotional campaign to promote Microsoft Xbox by Machinima came to light few days back. As per the new promotions, Machinima video partners will get an additional $3 per thousand video views for posting videos featuring Xbox One content. Machinima’s UK community manager himself tweeted about this promotion. It was also revealed that there was similar campaign around Xbox One’s launch in November, which offered an additional $1 CPM for videos “promoting the Xbox One and its release games.” These videos should have at least 30 seconds of Xbox One game play video that mentioned the Xbox One by name and also includes tag “XB1M13”.

Microsoft and Machinima have not yet commented on this stealth marketing campaign. This is not a entirely new kind of marketing strategy as lots of other companies does the same. We will come to know about more such campaigns in the near future because of this Microsoft-Machinima issue.


Microsoft and Machinima provided the following statement on this issue,

“This partnership between Machinima and Microsoft was a typical marketing partnership to promote Xbox One in December. The Xbox team does not review any specific content or provide feedback on content.  Any confidentiality provisions, terms or other guidelines are standard documents provided by Machinima. For clarity, confidentiality relates to the agreements themselves, not the existence of the promotion.”

Source:NeoGAF, Pastebin via: ArsTechnica

  • ZloiYuri

    MS pay for positive comments about XB1, Samsung pay for negative comments about competitors and what worse? I guess stimulated loyalty is normal. Paid trolling is abnormal.

    • deathdealer351

      ya i totally agree.. paying someone to up-sell your product has been done for ages. Product placements, paid bloggers etc but at least they were not paying people to trash the ps4.

  • NGM123

    What a load of BS. Fancy paying someone to advertise your product, scandalous.

  • Bugbog

    I’m not too sure how to reconcile the headline with the actual article text? Microsoft is running a marketing promotion with a partner, they are advertising it as such, but it’s deemed ‘a stealth campaign’ and ‘paying “people” for positive comments?’

    Isn’t it the headline that’s more dubious than the campaign Microsoft is running?

    • Nham Thien Duong

      I completely agree, the headline is click-bait to make people think that Microsoft is paying individual Googlers (or YouTubers) to make good reviews, now imagine if someone skims through the site, reads the headline and not the article, then they’ll get a really wrong image of Microsoft from it.

  • Adrian

    This is no worst than companies offering coupons or prizes to like them on Facebook

  • Cormang

    I don’t get it. Microsoft is using people on YouTube to promote their consoles… ok? Is that bad? I don’t get the issue here…

    • Protoss X

      its bad because THEY don’t tell you in the video that its an advertisement
      they are being paid for reviews so how can you trust the review if they can’t say anything negative about it, i think its even against the law to pay people for good reviews some kind law it breaks

  • Eli_Vance

    PS, PC, and Nintendo gaming fanboys tried to make a big deal out of this but no one cares