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Companies have used youtuber's for promotion for absolutely ages. Whether it be major publishes giving people like Total Biscuit copies of there games or paid promotion such as Chivalry paying for numerous people to do a battle royale.

Hell Jesse Cox has a video series called "Jesse Sells Out" which is when companies pay him to promote things.... this isn't new it's been happening for years.

Yeah the examples I've listed are after 2011 but Youtubers were getting free copies of games from major publishers before 2011, and also this thread was created just to prove Nintendo doesn't hate let's plays? Kind of silly to use something from 2011 as a counter to their current stance.