Microsoft may have secretly paid YouTube video creators to promote the Xbox One, but it's not the only game company with a hand in the cookie jar. Video game publisher Electronic Arts has an entire program which pays YouTube fans to promote games like Battlefield 4 and Need for Speed: Rivals.
It's called Ronku, and If a report at NeoGAF is accurate, the company pays gamers quite a bit: $10 for every 1,000 views, or roughly $200,000 for an entire 20,000,000-view Battlefield 4 promotional campaign. In order to qualify for some of that money, YouTube video creators apparently have to follow specific instructions about how to promote the game.
In the end, let me say it is just marketing and advertising, nothing more, so this should not be blown out of proportion (we think).