YouTube Channel Requests $100,000-$150,000 Per Video to Cover Games

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.