Nintendo of Europe was the first company to use Let's Plays as commercials.

[DerNebel]

XanderXT said:

DerNebel said:

Pretty sure that other companies were simply using them in other ways, sure they didn't publically call upon people to make Let's Plays but paying Youtubers for coverage has probably been a thing for years now.

Well burden of proof is on you to provide evidence of that.

Kinda difficult considering companies would rather keep that stuff secret:

http://www.dailydot.com/entertainment/ea-youtube-paid-promotion-games-ronku/