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:
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.
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