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Nowadays, it is not uncommon to see big companies promoting their games by signing deals with the best YouTubers and streamers, but how much does one cost? In the case of the king of the Chameleon hair Twitch, "Ninja" Blevins, this number could reach $ 1 million.
Quote an anonymous source, Reuters today published a report claiming that the EA publisher had paid Ninja a million dollars to play Apex Legends and tweet about it the day after the game's launch on February 4th. Ninja has more than 13 million followers on Twitch, which means that everything it broadcasts will have astronomical exposure. That said, even by Ninja standards, a million dollars represents a big chunk of change – in December, he said. CNN he earns $ 500,000 a month and "a lot more" a "good month".
Although Kotaku has not been able to independently confirm the veracity of Reuters'Report, two people who worked with Ninja said that he had been paid $ 600,000 for an event last year. People who requested anonymity because they were not allowed to talk about the agreement asked that we not name the event.
When asked to comment, Ninja did not respond and, although EA refused to go into details, an EA representative stated Kotaku that the company had a "multi-part marketing program" for Apex Legends this included "paid engagements with some content creators at the launch of the game, because we wanted to quickly introduce the game to the world." They said, however, that the paid flows were short-lived; February 5 at noon, the day after the liberation, "all Apex Legends Streaming from content creators was totally organic. "
The representative also stressed that a disclosure policy like that of Ninja should be respected. "EA requires full disclosure and complete transparency with every Game Changer, every content activation, or every paid sponsorship we participate in," it says. "This is mandatory for all the countries, languages and influencers we work with. We do not work in partnership with influencers, agencies, or talent that does not support appropriate disclosure. "
It does not enter into the number of times that streamers are required to disclose sponsored content or what exactly a disclosure means, nor to what extent placement of such disclosure should be a priority. This can be confusing, as flows often last for several hours. Example: on Apex LegendsOn the day of the launch and the next day, I watched for hours the torrents of Ninja and his fellow fighting king, Michael "Shroud" Grzesiek. Both had flow charts that indicated that they were part of one. "Apex Legends "Partner", but during the time I watched them, I also did not specify the specificities of this program. Shroud hinted at the game's development assistance as a consultant, but he did not disclose the terms of his compensation.
There can be no denying that EA's decision to associate with big streamers has had an impact. Sure Apex LegendsThe day of the release, he doubled FortniteThe number of simultaneous viewers, making a coup that no one thought was possible. More than a month later, Apex Legends remains one of Twitch's pillars, often occupying one of the three most-watched games in the service.
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