Nintendo's new YouTube Creators Program: Still problematic

Nintendo just recently launched their new "Creators Program", which now allows YouTubers to share ad revenue with Nintendo. To quote directly from their website, "In the past, advertising proceeds that could be received for videos that included Nintendo-copyrighted content (such as gameplay videos) went to Nintendo, according to YouTube rules. Now, through this service, Nintendo will send you a share of these advertising proceeds for any YouTube videos or channels containing Nintendo-copyrighted content that you register."

Am I not merciful?

So first of all, you gotta love that sly wording in Nintendo's statement there. They make it sound as if it's because of YouTube's policies that they were just forced against their own will to take your money and pocket it for themselves. Poor Nintendo, we really feel for you. I know I just get filled with an overwhelming sense of sadness too whenever piles of money are funneled to my PayPal account for content that I didn't even create. Please Nintendo, you're not fooling anyone. We all know it was precisely because you went out of your way to demand that YouTube enforces strict copyright policies on your gameplay footage, which is why everyone keeps getting flagged for it. Your hands aren't tied; it's YouTube that is getting tied, and yet Nintendo is acting like they're offering this program out of the generosity of their hearts, as if no one else would be so considerate as to share ad revenue with content creators... except for Activision, Ubisoft, Sony, Microsoft, Valve, SEGA; hell, even EA. And mind you, all of these companies don't just share revenue, they give all of it to content creators, because these companies understand that YouTube videos already serve as a form of free advertisement for all their games.

This is what drives me nuts about this whole situation with Nintendo. What they're doing here is only hurting them by denying free advertisement for their games, and at a time when they so desperately need it. Angry Joe is a video game critic on YouTube with nearly two million subscribers. He's garnered most of his audience through reviewing games like Grand Theft Auto, Assassin's Creed, DragonAge, Titanfall, and essentially a whole lot of games that are very different in tone and feel from Nintendo's, so this is a potential new market of gamers for Nintendo to reach, but Joe also just recently picked up a Wii U and has expressed a lot of positive things about it, and yet unfortunately he can't really review any games for it because it will get flagged for copyrighted content. So because of Nintendo's YouTube copyright policy, they're actually denying exposure to a potentially whole new audience of over a million people that might have otherwise ignored their games. And that's the most frustrating thing about this; if Nintendo would just let YouTube critics do their job, they don't need all this censorship and control. They would get great glowing reviews on their games anyway. It's not like they need to be hiding opinions about Mario Kart 8 or Super Smash Brothers; pretty much everyone who's played these games will tell you that they've had a blast with them, so it just doesn't make sense that they're discouraging content creators from critiquing them.

Then again, Mario does have a hobby of coin collection.

Even putting aside now that they're at least offering some revenue sharing instead of none, there's still a lot wrong with Nintendo's new policies. First, it's an opt-in program that you have to sign up for before the revenue can apply, and this comes with its own set of rules and caveats too, including stipulations like needing to wait for approval on each video even after you've already signed up for the program. For reviews, this can be especially crippling because many critics aim to have them out before game releases, which is when they can expect to get the most traffic on their viewership. Not to mention that this sets an incredibly bad precedent where Nintendo has free rein to disapprove whatever videos they personally don't like, which could easily result in abuses like denying approval of game reviews simply because they don't agree with the critic's score or opinion.

On top of this, the whole program has potential to get much more insidious, and this partially gets into why I've always had problems with Steam even in spite of all its love and success. I know I'm the bad guy for always hating on Steam, but this is the double-edged sword that is part of how capitalism works. When a company proves that a certain market is viable, you can bet other companies will follow suit, which is why we've now seen the rise of DRM clients like Origin, Uplay, and Battle.net. Valve proved that Steam could work, and now we have a slew of copy-cats each with their own annoying platform that you have to install and load up on your machine every time you want to play a different game. It's annoying, and we shouldn't have to tolerate it. But much like how DRM clients have taken over the PC gaming scene, you can bet that once these other companies see that what Nintendo is doing is actually successful, then they're going to want a slice of that money pie too, and you can expect that you'll find yourself having to sign up for and agree to all sorts of varying different terms and rules from a bunch of different companies every time you want to post gameplay footage of any game on YouTube. This would of course become a figurative paperwork nightmare for the Let's Play scene, so let's just hope this program doesn't succeed.

Now some defenders have argued that they can see why game companies might feel entitled to this money at least for certain games like perhaps RPGs that are heavily story-driven, or a game like Metal Gear Solid where there are long cutscenes and cinematics that make up a large part of the game. I am not in this camp however. As far as I'm concerned, Nintendo is not entitled to this ad revenue at all. It doesn't matter what kind of game we're talking about here. If your gameplay is so poor that someone would go out of their way to only watch videos of it on YouTube to the point that they no longer feel compelled to buy the game, then that's a fundamental problem with your game design, not YouTube content creators. Mass Effect is a story-driven game. I could have just gone on YouTube and watched someone else play it, but I didn't, because it turns out the game is actually fun to play too, and I would only be robbing myself of the full experience if I had skipped out on it. Furthermore, the idea that watching someone else play a video game constitutes as copyright infringement is as silly as suggesting that it should be copyright infringement to showcase your movie collection in spite of not actually showing the video content itself; only the physical DVDs. Watching a game just isn't the same as playing it, and they can't be equivocated. So I'm sorry, but I'm not giving Nintendo a break here. Content creators put a lot of work into their videos outside of just including gameplay footage, and for most YouTubers, the main focus of the video isn't even the gameplay but their commentary over it, which brings me to my next point.

Still some other defenders say who are we to complain; YouTubers should get a real job, which really just exposes how bitter some people are that they couldn't make it doing something they enjoy. It's not the content creator's fault that you chose the profession that you did, and it's not like they didn't put any effort into reaching the status that they have either. Do people really know how hard it is to pick up subscribers? It's not like you can just up and release your first video one day and instantly expect to hit a million views. This rarely happens, and more often than not it can take years of dedication and hard work for someone to build up a subscriber-base to the point that they can actually depend on it for their livelihood. Even for videos as simple as the commentaries I do, between writing the script for them, recording the gameplay footage, recording my voice commentary, designing the graphics for them, editing the footage together in Adobe Premiere, and rendering the video out in Adobe Media Encoder, you're easily looking at 5-10 hours of work for about 5-10 minutes of footage. It's not as simple as it looks, and why shouldn't people be allowed to work jobs that they also happen to enjoy? This is no different from people who make a living off of any other entertainment medium. YouTube has opened up a whole new marketplace of entertainment that has created lots of new jobs for people, many of whom previously had no other reasonable way of earning a living like boogie2988 for example, and I personally think that's fantastic, not something that should be frowned upon.

I want to go on record though and emphasize that while I do find this whole Creators Program petty and stupid on the part of Nintendo, I certainly don't hate them overall as a company, and this is one of the most irritating things about whenever I have to do commentaries like this, because Nintendo already gets such undeserved hate as it is, and the hecklers always take opportunities like this to try and spell doom and gloom for Nintendo, as if this is the last nail in the coffin for them; their glory days have long gone by and they're out of touch with the industry. Never mind that just last generation the Wii outsold both its competitors by over 20 million units, never mind that the 3DS is currently far outselling the PS Vita, never mind that they're now the only company of the Big Three that offers free online play, never mind that they just came out with several critically acclaimed titles that all worked on release; the Nintendo hate wagon prefers to ignore all of this and pretend like Nintendo is somehow going the way of SEGA. The reality is though, Nintendo isn't going anywhere soon, and they've otherwise done a good job with a lot of other things, so let's ground our criticisms with some proper perspective. There's no question that what Nintendo is doing here is bad, but I'm criticizing Nintendo right now because I want them to succeed as a company, not because I want them to fail. Make the right choice, Nintendo. YouTube videos can be free advertisement for your games, and letting content creators post gameplay unrestricted will make your fanbase happier too.