The rise of influencers on YouTube and Twitch has dramatically changed the gaming industry. Some argue, it’s caused the end of print media and made traditional journalists become irrelevant. From a marketing perspective, having a popular YouTube personality with millions of loyal subscribers offering coverage can dramatically improve sales. Recently, Ben Tester the PR and Comms Manager for Wales Interactive received a startling reply to an e-mail about a review copy. The response reads:
YouTube gaming channel request $150,000 to play Dont Knock Twice VR in one episode. Couldn't even be bothered to correct their grammar. pic.twitter.com/ZMKtQDKjVP
— Ben Tester (@Benjjayy) December 1, 2016
Unbelievably, the YouTube channel which has been hidden for privacy reasons asked for $100,000-$150,000 per episode and claims this is their standard rate. Initially, I wanted to give the YouTuber the benefit of the doubt and hoped the reply was some sort of scam. However, the e-mail appears to be a reply to the developer reaching out and looks genuine. Rather embarrassingly, the person in question demands such a huge sum while failing to proofread the e-mail and understanding capitalisation. I really hope this isn’t something which occurs on a mass scale and interested to hear from developers if they’ve been quoted a similar fee. Evidently, influencers can help turn a game without any marketing into a huge success, but I’m uneasy by the notion of people demanding so much money.
Happens all over gaming and hardware industry.
And other industries, like cosmetics and fashion, I am sure.
Influencers are considered far more important to brands these days. After all, you’re not going to get negative opinions and it can still work out cheaper than advertising through traditional media.
Plus how many people share ads (unless hugely expensive ones designed to go viral)? People will share cool videos.
Pretty sure YouTubers aren’t worth $150k an episode for anything. Even the good ones. Most are just amateurs.