Microsoft Xbox One Prompts Outrage After YouTube Stealth-Marketing Stunt

Games video creators on YouTube have reacted angrily to a stealth marketing campaign for Microsoft's Xbox One which paid bloggers for posting favourable videos.

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XiSasukeUchiha1305d ago

Yep MS you got learn how to do marketing legally!

NewMonday1305d ago

the story is getting picked up by mainstream media now.

xHeavYx1305d ago Show
mewhy321305d ago

Wow. this isn't surprising coming from ms. Before you know it they'll hire Don Mattrick back.

truefan11305d ago

Well if you buy games or a console without doing your own research you are an idiot anyway.

BALLBAGS1305d ago (Edited 1305d ago )


the guardian is as mainstream media as you can get

now they have picked up on it it will reach the news on tv

Charybdis1305d ago (Edited 1305d ago )

Even if it is “so commonplace” that it is “happening every day on YouTube”. It shouldn't happen.
Glad it was temporarily otherwise a whole lot more people would be trying to cash in on this deal.

MightyNoX1305d ago


The Guardian:



Also, the Community Director for Machinima has deleted his account:

dedicatedtogamers1305d ago

Microsoft can't just catch a break. You know why?

Pssst, I'll tell you:

[because this is business as usual for them. They've been this way since the '80s.]

People can go ahead and stick their head in the sand. That's fine. Watch our beloved hobby crumble as companies like Microsoft moneyhat everything instead of being passionate about the industry.

Inb4 "Sony Too™"

Baka-akaB1305d ago (Edited 1305d ago )

And people alway watch bemused , ever since the xbox , when you tell them you dont like Microsoft .

I dont even need one specific reason , they've provided several since the 80s , and only added some shenanigans in the console world , to their varied portfolio of crap .

"but other corporation are bad too" . Yup definitively , but not many have evangelists defending them whatever happens with so few benefits

"But others care about money foremost too" . Yeah but you dont need to appear that blunty cynical and obvious to your customers . You could *gasp* get moneyfrom satisfying your customers

DragonKnight1305d ago

Did you know that MS had a similar campaign back in November that wasn't discovered until this one was? So how many positive Xbox One stories were bought and paid for I wonder?

slapedurmomsace1305d ago

Honestly this deserves a small shake of the head and an amused smirk on the face. This isn't earth shattering by any stretch. Most company's do this. I honestly find this entertaining becomes it just had to be MS that gets outted so quickly. This company just can't seem to catch a break. I think thats probably why the medias picking up on it. They're restructuring, going through a CEO transition, They posted a loss recently (though i believe that was because of write off) Windows Phones growth has been incredibly slow, windows 8 was flop, windows rt was a disaster, the xbox one reveal was embarrassing at best, what sony did to them at e3 was a disaster,but yet maybe the best thing that happened for console gaming in a long time as it forced MS to change the xbox into an actually appeally console. Good news however is the xbox one went on to have a darn fine launch. Regardless of how or where they sold them, 3 plus million in less than 2 months launch is very impressive.

kickerz1305d ago Show
fanboybeatdown1305d ago

Not sure if the haters are serious or....?

IF you all believe that MS is the only one that does this and Sony does not do this, then... wow... i just don't know what to say.

Some of the people on here are so deluded.
Sony has done a masterful job of pulling the wool over your eyes.

Wake up, fanboys.

miyamoto1305d ago (Edited 1305d ago )

I hope people wake up sooner, open their eyes and see why M$ has done more evil than good to the home console video game industry Nintendo, Sega, Sony, SNK, Hudson, and tons of Japanese and Western developers etc. has built through the years.

M$ employees always thinks with their pockets not their brains.

ZodTheRipper1304d ago

^The only thing M$ brought to our industry is timed exclusive deals. With money that could be spend on game development. This company is cancer to creativity in every way and I hope their execs choke on the money from their Forza microtransactions.

Deeke1304d ago

Yeah when I saw it on Reddit I thought it was unfair, but when I dug a bit deeper I saw that it's quite appalling.

M$ needs to quit spending so much time in trying to get GOOD reviews and spend that time making a good product--then it'll speak for itself.

LordMaim1304d ago

@fanboybeatdown: If that were the case, don't you think that Knack would have been rated higher? Sony doesn't buy ratings. They don't have to.

GrizzliS19871304d ago

ladies and gentleman, this is surely indirect proof for every time you wondered why a garbage game can get such a high review score...especially when you know for a fact the game is garbage and the competition is better, yet has lower score..

paid off reviewers left and right :/

+ Show (16) more repliesLast reply 1304d ago
Evilsnuggle1305d ago ShowReplies(3)
mrpsychoticstalker1305d ago

There's nothing illegal about this practice.


For example in this article: It's all a crafty promotional trick called stealth marketing, an ethically dubious practice that has regained the spotlight with Friday's release of the film "The Joneses."

Hilarious movie

For companies who do it, the risks of stealth marketing outweigh the benefits, says Jonathan Margolis, CEO of the Michael Alan Group and co-author of "Guerrilla Marketing for Dummies."

"It might work if the product is good enough, but ultimately the consumer is being duped," he says. "It's risky to stage something that people think is a natural occurrence.

"There is a potential for backlash. Consumers don't like being deceived, and brands don't want to look bad."
There's nothing illegal about it, more and more companies are doing it without us the consumers knowing it.

H0RSE1305d ago (Edited 1305d ago )

It doesn't have to be illegal, just shady enough to make MS look bad, so they can point the finger and fuel their "typical MS" rhetoric... funny how so many gamers are so ethical these days, many of which are probably the same gamers that teabag players in MP matches, and talk s*** with the defense of, "it's all in good fun."

The kicker is, much of this "outrage" is taking place simply because it is MS. The company is in a rough situation right now, with many people still mad as hell over the DRM fiasco. If Sony did this exact thing, many may still be mad, but not nearly as much. For many, it would just result in a slap on the wrist for the company, or perhaps even a pass. In some cases, it's almost like people feel obligated to get extra pissed off at MS, even if they actually aren't that upset.

isa_scout1305d ago

If it is true then it could violate the FTCs rules and regulations...So yeah, there's always that.

ShinMaster1305d ago

""You may not say anything negative or disparaging about Machinima, Xbox One or any of its Games in your Campaign Video.""

They're paying people to positively promote the Xbox One in a dishonest way.

+ Show (1) more replyLast reply 1305d ago
Tctczach1305d ago

It's not illegal. And if you think it is you need to take a marketing class. If you don't think any other major corporations do this then you are so blind.

DragonKnight1305d ago

It is illegal, read the link I just posted above.

eferreira1305d ago

it is illegal if they cant say they're being paid about it.

HammadTheBeast1305d ago


It's illegal if they get caught and wrecked on media. I don't care about corporations, just calling others blind won't do much when there's one right here.

Tctczach1305d ago

Look more news keeps leaking out on this story and while it may be Microsoft's money, Machinima handled the NDAs and the promotion. So why isn't there an uproar on them? I know Microsoft is probably paying them to take the blame. But can we prove it? Probably not. So spread the hate. I know Microsoft is shady but just saying that proves doesn't prove anything.

Cueil1304d ago

the only thing illegal would be if the youtubers didn't state it as a promotional piece... that is all

+ Show (2) more repliesLast reply 1304d ago
PSjesus1305d ago

That's why i respect Japanese companies they had the term (Honor)...that's why SEGA or Nintendo never tried this kind of shaddy and questionable methods even in their hardest times in the industry in fact Nintendo don't want their IPs represent unprofessionally by Yotubers scums,that's why they flagged many videos

Dehnus1304d ago (Edited 1304d ago )

You know SEGA has been started by an American right? And even to help American Troops entertain themselves away from home?

Oh and SONY tried to install Trojans on my computer for wanting to listen to a CD, they even tried to get rid of the CD standard because they wanted their new DRM TROJAN software to be the new standard. THis might be quite a few years ago, but Sony can be just as bad in these kind of activities as any western company.

Nintendo, much as I love them, where also known to have an iron grip on third party developers and where successfully challenged in court for their monopoly practises. Nintendo in the 80's and early 90's was not a nice company to face in a legal battle if you where a game developer.

So please.... MS does shit, but it's really nothing new. Let's not even begin about IBM and how they automated the Holocaust to utmost efficiency... and the less said about Henry Ford's NAZI years the better.

BallsEye1305d ago ShowReplies(5)
dale_denton1305d ago

desperate times over there eh M$?

givemeshelter1305d ago

You do realize that many companies practice his type of marketing also... Even Sony...

Sony Ericsson holds the distinction of having launched the most notorious stealth marketing campaign. When the company first came out with a camera phone in 2002, it hired actors in 10 cities to pretend to be tourists who would stop passersby and ask to have their photos taken.

Dee Dutta, Sony Ericsson's corporate vice president of global marketing, considered the fake tourist campaign a success due mostly to the media attention the stunt garnered from the likes of "60 Minutes" and "ABC News."

"For the kind of money we spend, these campaigns are very effective," he told CMO Magazine.