Popular YouTube gaming crew The Yogscast, which has over 7 million subscribers, announced plans to take "a small share" of the sales revenue for sandbox space game Space Engineers during July.
In return the Yogscast team will run a series of videos and Yogscast-branded items for the game. Yogscast presenters are calling this new initiative "YogDiscovery," and the team says this is the first of a series of paid partnerships with developers. They also stress that the developers of this game will have no editorial input or control.
In an open letter on Reddit, Yogcast's Mark Turpin attempted to explain that YouTubers are currently motivated to create videos about games that are already popular, as a means to receive the most revenue. This new scheme should negate the financial risk, he claims.
"This also allows smaller companies - who lack the big marketing budgets that the larger publishers have - to reach larger audiences without any risk or loss of earnings," he adds.
It's an interesting idea and one that teeters on the recipes of blurring the lines between editorial and advertorial. It will be interesting to see if this has any negative effect on Yogscast in the long run...