There’s been much ado of late regarding the great big YouTube Payola scandal, where it was found that developers were paying YouTubers for coverage of their games. Further to that, some of the more prolific YouTubers have been asking developers for a slice of their profits. It’s unethical, and frankly disgusting. And it turns out traditional games press isn’t innocent either.
Gaming websites have long been accused of taking money for reviews and coverage of games, and it turns out that in some ways it’s actually true. In a new survey of 325 developers on Gamasutra, it’s emerged that 1.5 percent of the developers surveyed reported paying a flat fee for YouTube coverage, while 2.1 percent admitted to entering into a revenue-sharing scheme with a video content creators on YouTube.
Shockingly, and rather disappointingly, the number of developers who’ve straight out paid traditional gaming press websites for coverage is even higher; 4.7 percent of developers surveyed have paid for written press coverage. And it gets worse. According to the survey, nearly 30 percent of respondents claim that traditional gaming press have asked for money for coverage – far higher than the 14% of YouTubers who’ve asked for money in return.
Interestingly, the people asking for money come from opposite ends of the spectrum. It’s larger and more prolific YouTubers asking for cash, while it tends to be the smaller gaming sites requesting payola.
“Big YouTubers are asking for money while smaller ones aren’t so much, while many smaller traditional press outlets are asking for cash for review, while bigger names need to be more above-board so as not to anger their communities,” says Gamasutra.
Unfortunately, it doesn’t even end there. I was following a bit of this drama last night, when I stumbled upon this gem.
@Totalbiscuit A surprising number of game sites will give an award to a game, then ask for a licence fee to be able to mention that
— Tyler Glaiel (@tylerglaiel) July 28, 2014
Much of this deplorable, scumbag nonsense takes place within the realm of indie, mobile games and the sites that specialise in reviewing them. There’s even a handy-dandy site showing which sites ask developers for cash for expedited and favourable app reviews. Still, this is a practice that rightfully shouldn’t happen – and it makes it rather difficult to know whose opinions to trust.
YouTubers and game web sites need to be wholly upfront and transparent when it comes to sponsored content, explicitly stating that they’ve done coverage in return for cash.
Last Updated: July 29, 2014
Alien Emperor Trevor
July 29, 2014 at 11:05
COD Ghost GOTY amirite! ;P
Sith JJ
July 29, 2014 at 11:15
Goat of the Year?
Rince&pop
July 29, 2014 at 11:42
I think it was MP of the year?
Alien Emperor Trevor
July 29, 2014 at 11:05
COD Ghost GOTY amirite! ;P
Sith JJ
July 29, 2014 at 11:15
Goat of the Year?
Rince&pop
July 29, 2014 at 11:42
I think it was MP of the year?
Sageville
July 29, 2014 at 11:10
Ugh, the ugly dark side of gaming journalism…
Sageville
July 29, 2014 at 11:10
Ugh, the ugly dark side of gaming journalism…
Admiral Chief Dovahkiin
July 29, 2014 at 11:20
Disgusting
Admiral Chief Dovahkiin
July 29, 2014 at 11:20
Disgusting
Ryanza
July 29, 2014 at 11:22
Never trust the media. Whether it’s the gaming media or world news. When I read Lazygamer’s Call of Duty articles before release date, I always think that they playing their media card on us. Media is a really powerful tool in this world. It’s amazing to me how people will believe anything is true when the media says it.
Concerning gaming websites, the comments sections is where I find real and honest opinions. Just up to me to balance out all of the opinions.
Call of Duty Advance Warfare is the best first person shooter game ever made, built on a brand new engine, it’s going to blow your socks off. – How much money can my comment get? I demand to get paid for promoting that shitty game.
Admiral Chief Dovahkiin
July 29, 2014 at 11:23
I GIEF ONE DORRAR
Hammersteyn
July 29, 2014 at 11:24
You forgot
Don’t support DRM
😛
Ryanza
July 29, 2014 at 11:27
I don’t say, don’t support drm for every comment. Only the ones that has some form of drm connected to the game or comment.
So, don’t support mass media.
Hammersteyn
July 29, 2014 at 11:27
LOL!
CAE9872
July 29, 2014 at 12:17
LOL
Hammersteyn
July 29, 2014 at 11:24
I agree with the comments section opinions, unless I disagree.
Admiral Chief Dovahkiin
July 29, 2014 at 11:30
I disagree to your agreement of the opinions
Sith JJ
July 29, 2014 at 11:33
I’m opinionated about the agreements of this disagreement.
Thats_how_I_Troll
July 29, 2014 at 12:11
I use to be indecisive, now I am not sure….
Hammersteyn
July 29, 2014 at 12:57
Hahaha
Sith JJ
July 29, 2014 at 11:33
Lies. The only person at Lazygamer who accepts money for services is Geoff, and I don’t think it has anything to do with journalism to be honest.
Alien Emperor Trevor
July 29, 2014 at 11:34
He has magic hands. Well worth it.
Sith JJ
July 29, 2014 at 11:35
I’ll take your word for it. 😉
Alien Emperor Trevor
July 29, 2014 at 11:35
Suit yourself.
Exalted Overlord Geoffrey Tim
July 29, 2014 at 11:35
http://i.imgur.com/7hR04Ep.gif
Sith JJ
July 29, 2014 at 11:37
LOOOOL
Hammersteyn
July 29, 2014 at 11:38
Did you see any results using this though?
Thats_how_I_Troll
July 29, 2014 at 11:42
Geoff MoneyShot: Your doing it wrong!
Sith JJ
July 29, 2014 at 11:43
For self-preservation or self-destruction?
Hammersteyn
July 29, 2014 at 11:50
I believe in self-destruction, my liver would agree to that.
Sith JJ
July 29, 2014 at 11:51
Sounds about right.
CAE9872
July 29, 2014 at 12:20
She sure looks very happy.
Rince&pop
July 29, 2014 at 12:29
So does Geoff 0_O
Ryanza
July 29, 2014 at 11:43
Just to add concerning Lazygamer. The articles are fine with some personality coming out of them. It’s just those damn pro Call of Duty articles.
I felt it was unnecessary to defend the “Destiny money” the way they did. Write an article about it, don’t fight in the comments section. But they at least defended themselves. I even liked the anti Destiny article. We just need more anti Call of Duty articles before release date.
Call of Duty Ghost getting a 8.3 review. All I’m saying is that The Witcher 3 has to get a 9.9 review to make up for all those Call of Duty articles.
Gavin Mannion
July 29, 2014 at 12:17
I actually like Call of Duty. Yes every year they are very similar but they are simply evolving a great mechanic that fans of the series don’t really want changed.
I can tell you that the CoD guys are not paying for any coverage and I don’t write nice things about CoD because of money from anyone
Ryanza
July 29, 2014 at 12:37
We will see. I like to read those Call of Duty articles carefully to see if it’s opinion or trying to sell a product.
The D
July 29, 2014 at 12:26
We genuinely do dig Call Of Duty over here. Or at least Gavin and I do. And it’s such a tricky slope for the franchise, year after year. Change it too much, you alienate your crowd. Change it too little, everyone moans anyway.
But darnit, I love the game!
Rince&pop
July 29, 2014 at 11:50
Where is your ‘Don’t support DRM’?!
Ryanza
July 29, 2014 at 11:58
Stand in a video game store and point to any game in the PC section and say, Don’t support DRM.
Hold the mouse cursor over the Steam icon and say, Don’t support DRM.
Concerning this article, Don’t support mass media.
When The Witcher 3 is released there will be a light shining from the PC section in the video game stores. There will be no light shining on Steam for The Witcher 3
Don’t support DRM
Rince&pop
July 29, 2014 at 11:59
Thank you, I feel like the world sorted its self out with that. Whew!
Ryanza
July 29, 2014 at 12:04
Well Youtube did go crazy with DRM. So I could have turned it into a DRM comment.
Hammersteyn
July 29, 2014 at 12:00
LOL that’s what I asked 😛
Sith JJ
July 29, 2014 at 12:03
He wasn’t logged in, some functions of his comment didn’t want to work. 😉
Ryanza
July 29, 2014 at 12:05
I want to get paid for my, Don’t support DRM, comments. damn it.
Thats_how_I_Troll
July 29, 2014 at 12:10
You’ll have to buy that as a DLC
Rince&pop
July 29, 2014 at 12:27
hahaha
Ryanza
July 29, 2014 at 11:22
Never trust the media. Whether it’s the gaming media or world news. When I read Lazygamer’s Call of Duty articles before release date, I always think that they playing their media card on us. Media is a really powerful tool in this world. It’s amazing to me how people will believe anything is true when the media says it.
Concerning gaming websites, the comments sections is where I find real and honest opinions. Just up to me to balance out all of the opinions.
Call of Duty Advance Warfare is the best first person shooter game ever made, built on a brand new engine, it’s going to blow your socks off. – How much money can my comment get? I demand to get paid for promoting that shitty game.
Admiral Chief Dovahkiin
July 29, 2014 at 11:23
I GIEF ONE DORRAR
Hammersteyn
July 29, 2014 at 11:24
You forgot
Don’t support DRM
😛
Ryanza
July 29, 2014 at 11:27
I don’t say, don’t support drm for every comment. Only the ones that has some form of drm connected to the game or comment.
So, don’t support mass media.
Hammersteyn
July 29, 2014 at 11:27
LOL!
CAE9872
July 29, 2014 at 12:17
LOL
Hammersteyn
July 29, 2014 at 11:24
I agree with the comments section opinions, unless I disagree.
Admiral Chief Dovahkiin
July 29, 2014 at 11:30
I disagree to your agreement of the opinions
Sith JJ
July 29, 2014 at 11:33
I’m opinionated about the agreements of this disagreement.
Thats_how_I_Troll
July 29, 2014 at 12:11
I use to be indecisive, now I am not sure….
Hammersteyn
July 29, 2014 at 12:57
Hahaha
Sith JJ
July 29, 2014 at 11:33
Lies. The only person at Lazygamer who accepts money for services is Geoff, and I don’t think it has anything to do with journalism to be honest.
Alien Emperor Trevor
July 29, 2014 at 11:34
He has magic hands. Well worth it.
Sith JJ
July 29, 2014 at 11:35
I’ll take your word for it. 😉
Alien Emperor Trevor
July 29, 2014 at 11:35
Suit yourself.
Exalted Overlord Geoffrey Tim
July 29, 2014 at 11:35
http://i.imgur.com/7hR04Ep.gif
Sith JJ
July 29, 2014 at 11:37
LOOOOL
Hammersteyn
July 29, 2014 at 11:38
Did you see any results using this though?
Thats_how_I_Troll
July 29, 2014 at 11:42
Geoff MoneyShot: Your doing it wrong!
Sith JJ
July 29, 2014 at 11:43
For self-preservation or self-destruction?
Hammersteyn
July 29, 2014 at 11:50
I believe in self-destruction, my liver would agree to that.
Sith JJ
July 29, 2014 at 11:51
Sounds about right.
CAE9872
July 29, 2014 at 12:20
She sure looks very happy.
Rince&pop
July 29, 2014 at 12:29
So does Geoff 0_O
Ryanza
July 29, 2014 at 11:43
Just to add concerning Lazygamer. The articles are fine with some personality coming out of them. It’s just those damn pro Call of Duty articles.
I felt it was unnecessary to defend the “Destiny money” the way they did. Write an article about it, don’t fight in the comments section. But they at least defended themselves. I even liked the anti Destiny article. We just need more anti Call of Duty articles before release date.
Call of Duty Ghost getting a 8.3 review. All I’m saying is that The Witcher 3 has to get a 9.9 review to make up for all those Call of Duty articles.
Gavin Mannion
July 29, 2014 at 12:17
I actually like Call of Duty. Yes every year they are very similar but they are simply evolving a great mechanic that fans of the series don’t really want changed.
I can tell you that the CoD guys are not paying for any coverage and I don’t write nice things about CoD because of money from anyone
Ryanza
July 29, 2014 at 12:37
We will see. I like to read those Call of Duty articles carefully to see if it’s opinion or trying to sell a product.
The D
July 29, 2014 at 12:26
We genuinely do dig Call Of Duty over here. Or at least Gavin and I do. And it’s such a tricky slope for the franchise, year after year. Change it too much, you alienate your crowd. Change it too little, everyone moans anyway.
But darnit, I love the game!
Rince&pop
July 29, 2014 at 11:50
Where is your ‘Don’t support DRM’?!
Ryanza
July 29, 2014 at 11:58
Stand in a video game store and point to any game in the PC section and say, Don’t support DRM.
Hold the mouse cursor over the Steam icon and say, Don’t support DRM.
Concerning this article, Don’t support mass media.
When The Witcher 3 is released there will be a light shining from the PC section in the video game stores. There will be no light shining on Steam for The Witcher 3
Don’t support DRM
Rince&pop
July 29, 2014 at 11:59
Thank you, I feel like the world sorted its self out with that. Whew!
Ryanza
July 29, 2014 at 12:04
Well Youtube did go crazy with DRM. So I could have turned it into a DRM comment.
Hammersteyn
July 29, 2014 at 12:00
LOL that’s what I asked 😛
Sith JJ
July 29, 2014 at 12:03
He wasn’t logged in, some functions of his comment didn’t want to work. 😉
Ryanza
July 29, 2014 at 12:05
I want to get paid for my, Don’t support DRM, comments. damn it.
Thats_how_I_Troll
July 29, 2014 at 12:10
You’ll have to buy that as a DLC
Rince&pop
July 29, 2014 at 12:27
hahaha
cookiemonster
July 29, 2014 at 11:35
One for the money two for support
Thats_how_I_Troll
July 29, 2014 at 11:44
three Geoff might be dirty, 4 but his no whore… ;P
Sith JJ
July 29, 2014 at 11:44
I thought it was one for the money, two for the show?
And stay away from my blue suede shoes.
cookiemonster
July 29, 2014 at 11:48
Not in the world of youtube where support is bought
Sith JJ
July 29, 2014 at 11:50
True.
Sadly.
cookiemonster
July 29, 2014 at 11:56
It seems money does buy loyalty
Sith JJ
July 29, 2014 at 11:57
Well, in the corporate world it sure as hell does. But that’s a different principle to what they’re using with this.
cookiemonster
July 29, 2014 at 11:35
One for the money two for support
Thats_how_I_Troll
July 29, 2014 at 11:44
three Geoff might be dirty, 4 but his no whore… ;P
Sith JJ
July 29, 2014 at 11:44
I thought it was one for the money, two for the show?
And stay away from my blue suede shoes.
cookiemonster
July 29, 2014 at 11:48
Not in the world of youtube where support is bought
Sith JJ
July 29, 2014 at 11:50
True.
Sadly.
cookiemonster
July 29, 2014 at 11:56
It seems money does buy loyalty
Sith JJ
July 29, 2014 at 11:57
Well, in the corporate world it sure as hell does. But that’s a different principle to what they’re using with this.
Rince&pop
July 29, 2014 at 11:55
I trust that if Gavin is on the take he’ll send us a tent to wear to keep us quiet.
Sith JJ
July 29, 2014 at 11:56
LOL
Mine’s been quite handy. Didn’t have to fork out a cent to go camping. There was even enough space under it to park my car.
Rince&pop
July 29, 2014 at 11:58
The recent bad weather we’ve had in Cape Town proved that the canopy with ‘I saved Lazygamers bacon’ could accommodate the local Town Hall and Newlands Brewery. People were happy.
Sith JJ
July 29, 2014 at 11:58
So they should be. 😀
Rince&pop
July 29, 2014 at 11:55
I trust that if Gavin is on the take he’ll sent us a tent to wear to keep us quiet.
Sith JJ
July 29, 2014 at 11:56
LOL
Mine’s been quite handy. Didn’t have to fork out a cent to go camping. There was even enough space under it to park my car.
Rince&pop
July 29, 2014 at 11:58
The recent bad weather we’ve had in Cape Town proved that the canopy with ‘I saved Lazygamers bacon’ could accommodate the local Town Hall and Newlands Brewery. People were happy.
Sith JJ
July 29, 2014 at 11:58
So they should be. 😀
Craig Lotter
July 29, 2014 at 12:16
Money in exchange for writing words as opposed to no money in exchange for writing words? Heck, I’m an adult with kids to look after, money wins every time!
Craig Lotter
July 29, 2014 at 12:16
Money in exchange for writing words as opposed to no money in exchange for writing words? Heck, I’m an adult with kids to look after, money wins every time!
CAE9872
July 29, 2014 at 12:18
Cannot say I am the least bit surprised – too much at stake for it to be all above board. No industry is – there are moral grey areas!
CAE9872
July 29, 2014 at 12:18
Cannot say I am the least bit surprised – too much at stake for it to be all above board. No industry is – there are moral grey areas!
Thats_how_I_Troll
July 29, 2014 at 12:29
I think review sites getting money for reviews is not good for the(ir) industry… As for youtubers, making money of doing something creative. I’d call that entrepreneurship. That is basically what the media industry is about. Geoff, I am sure you don’t run this site for nothing… Surely this is your income. I think that the guys are sour about the tubepreneurs as they are not in on it. Those guys spent years to build a fan base, just like this website. They spend hours to create their content. Now they are making an income of all the hours of effort put it. This is marketing…. in the 21st century. Just my 2 cents
Exalted Overlord Geoffrey Tim
July 29, 2014 at 12:59
Yeah, we get our income through advertising – but never direct paid coverage or reviews. We have complete editorial control – so even if let’s say, TitanDuty 2015 is advertised on the site, and we think it’s kak, we’ll say so. I also have no problem with Youtuber’s doing sponsored videos, as long as it’s clear that it’s sponsored content.
When the money being exchanged is for positive coverage, that’s where we hit the unethical
Thats_how_I_Troll
July 29, 2014 at 13:23
Cool, agree with your points, money for unethical reviews is a no no, but that will hurt your name and credibility more than it makes you money. The article does not state that they get paid for positive reviews, only right at the end it stated “favourable app reviews.” as a link…. It was not clear throughout the article…
Exalted Overlord Geoffrey Tim
July 29, 2014 at 14:31
That said, I don’t think a game website should specifically charge a developer to review them game. Game websites should just review games. 😛
Thats_how_I_Troll
July 29, 2014 at 15:19
Yeah, they should not, I agree on that… Not sure if I was clear about it… But the youtubers, I think it was clever way to actually making money on the line ;p
Sir Rants A Lot Llew
July 29, 2014 at 13:16
I think it goes more if the people are paid to say nice things when the product is crap that is in question here.
Let’s say Call Of Mother Duty 2000 comes out and it’s terrible and everyone agrees but one site says it’s amazing because they were paid then it’s unethical. Not only will they be paid for lying but they will trick their readers in to thinking the game is amazing and so sales are made by the creators of the game even though it’s shit.
Then the website that made the mistake of lying gets a drop in readership because of their unethical business and the crappy game designer smiles all the way to the bank.
It’s unethical to make money on content that’s sponsored and you don’t indicate that it is sponsored and that the views will then be positive regardless of what the game actually is.
Thats_how_I_Troll
July 29, 2014 at 12:29
I think review sites getting money for reviews is not good for the(re) industry… As for youtubers, making money of doing something creative. I’d call that entrepreneurship. That is basically what the media industry is about. Geoff, I am sure you don’t run this site for nothing… Surely this is your income. I think that the guys are sour about the tubepreneurs as they are not in on it. Those guys spent years to build a fan base, just like this website. They spend hours to create their content. Now they are making an income of all the hours of effort put it. This is marketing…. in the 21st century. Just my 2 cents
Exalted Overlord Geoffrey Tim
July 29, 2014 at 12:59
Yeah, we get our income through advertising – but never direct paid coverage or reviews. We have complete editorial control – so even if let’s say, TitanDuty 2015 is advertised on the site, and we think it’s kak, we’ll say so. I also have no problem with Youtuber’s doing sponsored videos, as long as it’s clear that it’s sponsored content.
When the money being exchanged is for positive coverage, that’s where we hit the unethical
Thats_how_I_Troll
July 29, 2014 at 13:23
Cool, agree with your points, money for unethical reviews is a no no, but that will hurt your name and credibility more than it makes you money. The article does not state that they get paid for positive reviews, only right at the end it stated “favourable app reviews.” as a link…. It was not clear throughout the article…
Exalted Overlord Geoffrey Tim
July 29, 2014 at 14:31
That said, I don’t think a game website should specifically charge a developer to review them game. Game websites should just review games. 😛
Thats_how_I_Troll
July 29, 2014 at 15:19
Yeah, they should not, I agree on that… Not sure if I was clear about it… But the youtubers, I think it was clever way to actually making money on the line ;p
Sir Rants A Lot Llew
July 29, 2014 at 13:16
I think it goes more if the people are paid to say nice things when the product is crap that is in question here.
Let’s say Call Of Mother Duty 2000 comes out and it’s terrible and everyone agrees but one site says it’s amazing because they were paid then it’s unethical. Not only will they be paid for lying but they will trick their readers in to thinking the game is amazing and so sales are made by the creators of the game even though it’s shit.
Then the website that made the mistake of lying gets a drop in readership because of their unethical business and the crappy game designer smiles all the way to the bank.
It’s unethical to make money on content that’s sponsored and you don’t indicate that it is sponsored and that the views will then be positive regardless of what the game actually is.
Purple_Dragon
July 29, 2014 at 12:45
What I don’t like is sites getting “exclusives” like IGN got COD or some game I can’t remember.
Purple_Dragon
July 29, 2014 at 12:45
What I don’t like is sites getting “exclusives” like IGN got COD or some game I can’t remember.
Viking Of Science
July 29, 2014 at 12:56
I trust in Totalbiscuit’s first impressions. and Sometimes Lazygamer 😛
Viking Of Science
July 29, 2014 at 12:56
I trust in Totalbiscuit’s first impressions. and Sometimes Lazygamer 😛
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Kikmi
July 29, 2014 at 13:25
Did I hear someone say IGN exclusive?
Kikmi
July 29, 2014 at 13:25
Did I hear someone say IGN exclusive?
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