What's your honest opinion of Nintendo's strict YouTube policies in the creators program in general?
Nintendo likes to make money. Even before they got in to the video game market, Nintendo was always about low production budgets and high profits. And when I say that, like, all companies are technically about low budgets/high profits, but Nintendo aims for the extreme end of both spectrums.
I’ve mentioned it before, about the story Jeremy Parish told about Gunpey Yokoi and a race car toy Nintendo created: instead of making a remote controled race car that could turn left or right, they made one that could only turn left. They saved money by having a cheaper turning mechanism, and as a result could sell the toy at a lower price, and in turn reaped massive profits far in excess of their competition.
Nintendo has always looked for esoteric ways to get big, easy money like that.
Undoubtedly, Nintendo saw the literal billions of dollars passing through Youtube every month and somebody at the company said “Nobody can stop us from enforcing legal ownership of this content and we’ll make a lot of easy money.”
I doubt there was even any hesitation. That dude probably got promoted to be the head of whatever department he was working in. With a single email suddenly Nintendo’s pockets are being filled with hundreds of thousands, if not multiple millions of dollars every month because they’re claiming ownership of video content they personally did not spend any resources creating.
I can see things from Nintendo’s perspective. A lot of money is changing hands while their products are in the background. It’s like owning a famous location that often gets used as a movie set. Places like that charge fees to let you film there. Nintendo’s doing the same thing with their games.
It’s also an emerging market. Nintendo wants to set a standard now while they still can.
I understand where they’re coming from. But that’s from the perspective of a corporation who has the goal of making money. From the perspective of somebody who either produces videos or watches videos, it’s stubborn, shrewd, and harmful. Nothing about their policy is helpful to anyone but Nintendo. People do the work of spreading information, generating buzz and marketing Nintendo’s games for them, and not only does Nintendo get money from product sales, they also now get paid just for trying to sell us something. They don’t even have to put anything in our hands, they just have to say something that’s buzz worthy and watch Youtube wheel in truck loads of other people’s cash. To a guy like Reggie Fils-Aimé, I’m sure that’s just about as close to literal, actual heaven as it gets for him.
What about for everyone else? Well, now people who run Youtube channels are skittish about Nintendo products. No matter which way they turn, they’re getting a raw deal. Either Nintendo gets most of their revenue, or all of their revenue. It’s like paying the Mafia for protection – you’re paying a protection fee to be protected from the guys you’re paying. Give Nintendo 40% of your adshare or they’ll smash all your stuff.
So the solution is to do less videos on Nintendo products. There’s no money to be made there. Less videos on Nintendo products means less free marketing for Nintendo. Less marketing means less consumer awareness. Less consumer awareness means in the long run Nintendo has to work harder than their competitors, because they’re losing ground on Youtube word-of-mouth. So, in a round-about way, is that really worth it? Only Nintendo can answer that question, but it’s definitely not making them look very friendly to a community that wants to support them but is actually just being antagonized.
In the fledgling primordial soup of “Youtube Gaming” it is probably one of the most frustrating things to me right now. It is selfish on a level that’s actually sort of mind boggling.