EA has a program most people don’t know about called Ronku.
However, Ronku may be a familiar name for some YouTube stars. The program provides cash for covering EA games, as long as they follow guidelines, according to The Verge. For instance, Battlefield 4 coverage required that videos did not focus “on glitches in the game.” For painting the game in a better light, videos got $10 per CPM, with a cap of 20 million views, or $200,000.
“Through EA’s Ronku program, some fans are compensated for the YouTube videos they create and share about our games,” an EA spokesperson told The Verge. “The program requires that participants comply with FTC guidelines and identify when content is sponsored. User-generated videos are a valuable and unique aspect of how gamers share their experiences playing the games they love, and one that EA supports.”
The spokesperson added that “We explicitly state in the Terms & Conditions of the program that each video must comply with the FTC’s Guidelines concerning Use of Testimonials and Endorsements in Advertising.”
EA is not the only company to do this. Microsoft also has a YouTube bonus program for coverage, and other larger companies probably have similar practices.