Microsoft Offering $3 per CPM for YouTubers to Promote Xbox One

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Microsoft Offering $3 per CPM for YouTubers to Promote Xbox One

Microsoft is now offering Machinima video producers $3 per 1,000 views in exchange for promoting the Xbox One

Just in case you didn't know, YouTube videos showcasing video games has exploded the last couple of years and has become a viable platform for companies to advertise in -- a fact not lost on Microsoft. Machinima, possibly the biggest YouTube network that focuses on games as its content, is now the latest beneficiary of Microsoft's latest marketing blitz, as it's now offering Machinima producers $3 per 1,000 views -- or "Cost Per Thousand (CPM)" -- just to promote the Xbox One.

Details of how this partnership works can be read below from an internal email circulating within Machinima video producers.

Hello Influencers!

Machinima is happy to offer YOU a $3 CPM bonus when you participate in our continued promotion for the Xbox One!

It's easy! Here's how:
1. Incorporate at least 30 seconds of gameplay of footage of ANY Xbox One game
2. Verbally mention in the video that you are playing on the Xbox One
3. Tag your video with XB1M3
4. Follow the guidelines listed in the assignment
5. Submit the LIVE YouTube link through Poptent

The campaign will start on January 14th and will go until February 9th, or until a collective 1.25 million views have been reached

While $3 might not seem much, keep in mind, this sum is a bonus on top of what video producers make per CPM, so it does add up. In your opinion, does this compromise the integrity of some YouTube video producers when it comes to gaming coverage?

For the latest in Xbox One news, Microsoft announced that its next-gen console managed to move over 900,000 units last month, and Major Nelson says it's time to end the console war hate.

Source: NeoGAF and iGameResponsibly

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eh, only overstepping if it's not labeled as a paid advertisement like everybody else

maybe it'll be an improvement on the hyperbole ads that microsoft has been pushing lately

best thing to happen to mankind? seriously?

What the heck is a CPM? I Googled it and no definition I saw right away pointed what that meant (I assume it's a confirmed view of some kind). Thanks for the update news guy! :D

It's an excellent idea by Microsoft but the execution is likely to flop. Maybe I'm giving the Internet too much credit but I have to assume that people will raise their eyebrows and question you when you verbally gush about the Xbox One with the tag under your video. It might as well be a giant red flag for anyone searching for reliable info.

Then again, I don't Youtube much of anything so maybe the Internet deserves less credit than I'm giving it.

Would most people really care about namedropping the system someone is playing on? I think most people watch the video because of the game. I hope so anyway.

So anyway, not a bad idea in my opinion.

any youtuber who picks this up will lose all of credibility, now that its official.

so that leaves us with this fuckwit promoting it.

and fred.

great personalities to be associated with.

also

Nimcha:
Would most people really care about namedropping the system someone is playing on? I think most people watch the video because of the game. I hope so anyway.

So anyway, not a bad idea in my opinion.

I guess it might make sense for people doing research about wich version of a game to buy, like, say, Assasins Creed 4, but that's stretching it a bit in my opinion.

OT: Well, it's just an optional bonus for anyone who wants to have these bonuses, it's not like Microsoft is hamfisting this into everyone's throat, also it'll be interesting to see how it's implemented on the videos with this kind of ad.

tippy2k2:
What the heck is a CPM? I Googled it and no definition I saw right away pointed what that meant (I assume it's a confirmed view of some kind).

It's an excellent idea by Microsoft but the execution is likely to flop. Maybe I'm giving the Internet too much credit but I have to assume that people will raise their eyebrows and question you when you verbally gush about the Xbox One with the tag under your video. It might as well be a giant red flag for anyone searching for reliable info.

Then again, I don't Youtube much of anything so maybe the Internet deserves less credit than I'm giving it.

I mentioned it's "per 1,000 views." Amended it so it's much clearer. "M" here stands for 1,000. =) It's a common advertising term used by sites, video channels.

tippy2k2:
snip

I used to know CPM stood for but it's gone now, it the if I remember correctly the C is the roman numeral so 100 and the P is per but I can't remember the M ... or I could just be talking out of my ass! it is to do with how much cash you get from each view on youtube though, which is all you wanted to know anyway.

EDIT: seems I was not only beaten to the punch but I was wrong ... close but wrong.

This is going to cost them A LOT! You will have ALL the COD commentators doing it "I am playing COD on the xbox one" and 'cos they all have a billion subs, it will work BUT I would put £50 down saying that the vast majority already know everything about the xbone and have either decided to get it or not.

basically, you're paying to preach to the choir.

No good Youtuber (even with Machinima) is going to do this because they know the harm it will do to their reputation and image. And that is all they have.
Also... This wont work.
I think some of the more cunning partners would abuse the hell out of this.
Also... Only 1.25million views. That wont last long.

Until 1.25 million view eh? Well this isn't going to last very long. So how much money will Microsoft be paying out for this endeavor? A whopping $3750. I think this is just to test the waters so to speak, I expect that if they deem this 'successful' they'll likely return to the youtube community with a more aggressive offering.

SinisterGehe:
snip

You'd be surprised, Tmartn (a cod guy) actually had little xbox avatars (not the animated avatars, the tiny pictures) made and charged people for it ... I would bet they sold like fucking hotcakes!

I think people on Machinima will "sell out" for anything as long as it gets them a few extra bucks. Not hating on them for it 'cos frankly, I'm a little jelly and if I was in there position I know I would do it!

They can do a video all about the xbox, they would do it about one of the games, but the video would get flaged, and that money that Microsoft would pay you would just go to who ever the copyright holder it.

So literally any LP'er can start off the video with "I'm playing X game on the Xbox One" and do a play video that lasts up to 22 minutes long, and they will start raking in the cash. I mean, that's basically all they have to do. Then when they want to do the next set of game parts from that same game they can simply start off the video again with that phrase. Rinse and repeat.

Eeeeeeh, I don't think this was thought through very well.

There are doing to be SO many copyright strikes given out by the time this is all over...

Well, at least it doesn't directly say that the video has to be positive, although I guess it's in them guidelines which we don't get to see here.

i can see in this thread that a lot of people dont like this, but given recent developers approach to youtube its nice to see someone recognizing the power of web content instead of just trying to stifle it

It's nice for Microsoft to encourage YouTube gaming content instead of recently with gaming companies when it's all been bad, but I'm not sure this was the best way to go about it.

Genuine interest or not, anyone that covers Xbox One stuff will now be accused of being bought by Microsoft.

Still, it's not like they're paying out a huge amount if it doesn't work, since it's only up to 1.25 million views collectively, so perhaps they feel it's worth testing the waters.

Sheesh. Advertising-revenue media has been around for much longer than I've been alive, and yet it still seems like news to most people.

Remember: If you're not paying money to see something, you're not the customer. You're the product being sold.

omega 616:

I used to know CPM stood for but it's gone now, it the if I remember correctly the C is the roman numeral so 100 and the P is per but I can't remember the M ... or I could just be talking out of my ass!

The M most likely stands for "Mille" which is Latin for 1000.

How "I play Xbone games & get a share of the advertising revenue from you watching it" gives a youtuber credibility but "I play Xbone games & get a share of the advertising revenue from you watching it, & also Microsoft pay me a bit to stick this logo in the top right corner of the screen" suddenly loses it I don't know. If anything, given how Google's recent tinkering with youtube features/policy has impacted Lets Play/Machimina uploaders, opportunities to diversify revenue streams like this should be seized by any serious content producers.

It's all well & good to mock Vloggers like Fred, SXEPhill etc, but frankly most gaming related content uploaders seem to still have a lot to learn from them in terms of how to monetize their audience without a) losing all of them & b) getting shut down by copyright infringement claims, Youtube policy changes etc.

Alexander Kirby:
Until 1.25 million view eh? Well this isn't going to last very long. So how much money will Microsoft be paying out for this endeavor? A whopping $3750. I think this is just to test the waters so to speak, I expect that if they deem this 'successful' they'll likely return to the youtube community with a more aggressive offering.

Hey now, be nice! That's not fair, considering $3,750 is the exact amount of Profit Microsoft has seen up until now! Maybe if they dropped the Kinect and it's cost out of the equation (and console), sales would likely be much better!

At least they are investing that money into product growth, right?

Honestly, it sounds like Microsoft is trying to pull a Valve where they get the community to do their work for them. Which is good; paying people to put up videos of your product is better than throwing copyright strikes at them, so good on MS I suppose.

Though I have to wonder how many of these videos are suddenly going to be struck down by the OTHER copyright owners. Hopefully MS is smart enough to keep that in check.

Dragonbums:
So literally any LP'er can start off the video with "I'm playing X game on the Xbox One" and do a play video that lasts up to 22 minutes long, and they will start raking in the cash. I mean, that's basically all they have to do. Then when they want to do the next set of game parts from that same game they can simply start off the video again with that phrase. Rinse and repeat.

Eeeeeeh, I don't think this was thought through very well.

Considering the cap, I don't think it was that poorly thought out. Less than 4,000 for a bunch of free advertising.

It's kind of desperate to be trying something like this, and I hope if people do go for this they at least mention that they've done that. But I'm not against Youtubers getting money for what they do

Pyrian:
Sheesh. Advertising-revenue media has been around for much longer than I've been alive, and yet it still seems like news to most people.

Remember: If you're not paying money to see something, you're not the customer. You're the product being sold.

While you right it's also a long-standing tradition to view this as absolutely terrible when you're incorporating it directly into media critiquing that thing. Product placement in a film is fine, a film reviewer taking direct pay to mention films isn't and it's always kicked up a fuss when that sort of thing comes to light. When your job involve critiquing and reviewing games (which is basically what a large part of the Youtube games media does in some form), then taking a direct paycheck to name check the people you're meant to be displaying, of course people are going to call BS on that. I mean news companies are being called out on this sort of BS all the time.

Heck Gamespot gets shit all the time over the people they take sponsorship deals from and reviewers being bought out is a constant accusation. It's not like any of this outrage is new or that people thought it was acceptable before. The Escapist tried to avoid even having gaming adverts and most respectable critics/websites feel they need to mention when money changed hands that had a direct affect on a product.

omega 616:

This is going to cost them A LOT! You will have ALL the COD commentators doing it "I am playing COD on the xbox one" and 'cos they all have a billion subs, it will work BUT I would put £50 down saying that the vast majority already know everything about the xbone and have either decided to get it or not.

They're only paying out for the first 1.25 million views, so it's costing them basically nothing (1.25 million x3 /1,000 = $3750). I suspect they're hoping a lot of people will end up doing this for free because it takes time to put videos up and if the views are used up before the video is out, people will still post it.

I think it could work too. The Xbox One has the lost the USA-born media advantage it had. It's no longer the console all the big names people use and it's lost it's spot as the default console. Having a lot of people in places 'just happening' to playing the game on the Xbox and dropping the Xbox's name creates an artificial sensation that the Xbox is the popular console again which probably at least a small effect on how people think about. Especially since right now everyone thinks the Xbox is losing (you can probably tie this into the 'we should be friends' comment. When everyone believes the Xbox is being walked over, trying to make it seem like they're doing equally well is important)

EDIT: It's those terms and conditions I want to see. That's where all the worst stuff could be. Do they demand you portray the Xbox in a positive light? What are the rules about presentation? Are you allowed to mention the campaign? etc

Microsoft is marketing the XbOne so much that I'm getting worried. It seems unhealthy to have such a massive marketing budget between advertisements online and on TV, giveaways, and now this.

weirdguy:
eh, only overstepping if it's not labeled as a paid advertisement like everybody else

maybe it'll be an improvement on the hyperbole ads that microsoft has been pushing lately

best thing to happen to mankind? seriously?

I kind of want to see how that person is handling Microsoft putting his twitter handle out to the internet in an ad.

Best thing to happen to mankind, except, you know:

Polio Vaccine

Penicillin

Instantaneous Communication

Civil Rights

Longer Lifespan due to better medicines

A whole fucking list that should of been thought of before saying a game console that barely operates is the best thing to happen to mankind.

here's a better thing they could add to the end of that commercial:

Fuck that guy.
-Kalezian, The Escapist

Also, I love it. You cant get more people to buy your broken console, so bribe people to say it's good.

Flawless logic. I cant wait for Youtubers to exploit this, show they are playing it on the Xbone, and for the entire video rip on it as being a horrible game, or a sub-par version as compared to PC or Ps4.

Technically, they fulfill the requirements set by Microsoft, they never said they had to say good things about the console or game.

omega 616:

SinisterGehe:
snip

You'd be surprised, Tmartn (a cod guy) actually had little xbox avatars (not the animated avatars, the tiny pictures) made and charged people for it ... I would bet they sold like fucking hotcakes!

I think people on Machinima will "sell out" for anything as long as it gets them a few extra bucks. Not hating on them for it 'cos frankly, I'm a little jelly and if I was in there position I know I would do it!

I have a close friend who is a major Youtuber with machinima, I asked her about this and apparently - they indeed do have more BS like this offered to them. (I refuse to disclose her name, because I get enough spam about her on Twitter and Steam already). But she said she wouldn't take an offer like this because:
"I don't play consoles. I could use the money mind you. But I also find this distasteful as fuck. Also my viewers wouldn't click on the video enough to justify the time it would take me to you know... Record, capture, edit the whole thing."

Yeah maybe this is an offer that only major Xbox youtubers would get any use of. I don't know...
But didn't Itmejp also make some sort of cat icon set to be sold in Xbox?

Well, so long as they will also pay the money to people who make critical videos of Xbox One games, then it's fine by me.

Time to lets play crimson dragon or to post some killer instinct matches.
That's productive marketing not spent specifically to annoy me.
Kudos to microsoft.

Edit: Oh, it's only for machinima.
Well that's a lot lamer than I thought then.

Seems pretty desperate to me and ultimately futile. If they want to increase sales, more advertizing isn't going to help them.

by the way, that neogaf link just links back to another escapist article. lol.

Dragonbums:
So literally any LP'er can start off the video with "I'm playing X game on the Xbox One" and do a play video that lasts up to 22 minutes long, and they will start raking in the cash. I mean, that's basically all they have to do. Then when they want to do the next set of game parts from that same game they can simply start off the video again with that phrase. Rinse and repeat.

Eeeeeeh, I don't think this was thought through very well.

Except for the fact that you must be partnered with Machinima in order to get this deal, and you don't just apply for Machinima, they recruit you if they believe you are good enough. After that you must sign a contract with them in order to even get a paycheck from them.
All in all the ones who do take the offer to do this would be considered sellouts and it would hurt their image immensely.
*sigh*
I miss the old days where only those who were with a network could monetize videos, because then LPers wouldn't be viewed a lazy slobs who don't have "real jobs" like how I see it get thrown around a lot. Really demoralizes you from doing LPs if everyone apparently thinks that way about you...>.>

This is narrow, lame and ultimately futile for all involved. With the recent cull of money right YouTube effectively finally did to big channels what it's been doing to the rest of us for years. k off any illusion that games criticism was at all protected by the tenants of fair use. Now we further demonstrate that the big powers in the industry want lets pays to be reduced to an extension of their marketing, making any possible future monetary gain from YouTube only possible via prostitution. YouTube is going to make you the entertainment industries bitch. Suck it down.

Problem is, Microsoft are being really shit pimps. If Im going to suck some xbone dick you might as well go whole hog and make it available for people who are not just in a single channel. You only have to do some stupid forced intro bit too (as well as comply with all the full tos i guess) and generate some painfully forced buzz like someones dad asking you to work their plumbing business into your rock song. It's more like a narrow section is lightly tickling Microsoft's balls

I guess it is engagement but its the more generic, cold corporate social media fluff imaginable.

Why wouldnt you take advantage of this? Unless there are some hidden terms, the whole of it seems to be 'play xbox footage, mention you're using an xbox.' Which if you're a gaming channel, you're going to play footage and mention what you're playing and what system you're playing it on anyway.

Pending some hidden clause thats not in this news article, its exposure, not reviews, which are being paid for here.

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