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Microsoft paying YouTube personalities for positive Xbox One endorsements

Hayden Dingman | Jan. 22, 2014
The console wars heat up with a bit of friendly astroturfing: Microsoft secretly paid for YouTube games platform Machinima to produce positive Xbox One content.

UPDATE: Machinima provided us with the following statement.

"This partnership between Machinima and Microsoft was a typical marketing partnership to promote Xbox One in December. The Xbox team does not review and 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."

This confirms Microsoft is paying YouTube personalities for mentions, though the burden of the "may not say anything negative" quote may fall on Machinima. Why Machinima is refusing to allow its content producers to speak ill of Microsoft is even more baffling, and still reflects poorly on the platform as a whole.

Machinima has yet to answer our follow-up questions clarifying the nature of its relationship with Microsoft. We'll update again when there's more information.


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