Nintendo Moves In On “Let’s Play” Market


Multiple Youtube channels are reporting that they have received “Content ID Match” claims from Nintendo.

These claims allow Nintendo to place advertisements in front of any videos that contain content that they have copyright control over, in this case that content is the video game being played on screen. The uploader doesn’t receive a warning for using copyrighted material on their channel, the video stays uploaded, and in return Nintendo receives 100% or any revenue generated from views.

The Let’s Play phenomena has reached new heights in recent years, with channels such as The Yogscast (BlueXephos), Two Best Friends Play and our personal favourite – Game Marriage all amassing loyal followings. These Channels can generate anything from a couple of thousand views, to a few million within weeks and represent a massive amount of income to a company like Nintendo.

Nintendo has issued a statement to GameFront explaining their position on Youtube lets play videos featuring their games –

“As part of our on-going push to ensure Nintendo content is shared across social media channels in an appropriate and safe way, we became a YouTube partner and as such in February 2013 we registered our copyright content in the YouTube database.

“For most fan videos this will not result in any changes, however, for those videos featuring Nintendo-owned content, such as images or audio of a certain length, adverts will now appear at the beginning, next to or at the end of the clips. We continually want our fans to enjoy sharing Nintendo content on YouTube, and that is why, unlike other entertainment companies, we have chosen not to block people using our intellectual property.”

If you’re still not sure what the fascination with “lets play” videos is, have a look at this and see what you think.

SPOILER: You’ll love it

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