An Electronic Arts representative admitted that the company is running a YouTube video endorsement program similar to Microsoft's.
"Through EA's Ronku program, some fans are compensated for the YouTube videos they create and share about our games," he said before asserting that "the program requires that participants comply with FTC guidelines and identify when content is sponsored. User-generated videos are a valuable and unique aspect of how gamers share their experiences playing the games they love, and one that EA supports."
Ronku's agreement mandates that the video creator has "to keep confidential at all times all matters relating to this Agreement and any Assignment including, without limitation, the Details and Compensation listed above." Nonetheless, EA is adamant that it all endorsed content is clearly marked as such since "we explicitly state in the Terms & Conditions of the program that each video must comply with the FTC's Guidelines concerning Use of Testimonials and Endorsements in Advertising."
For better or worse, Ronku is more lenient than Microsoft Xbox One Machinima program as it doesn't forbid video makers from criticizing EA's games. It does however require them not to focus on software bugs and not to show disrespect toward the licensed car manufacturers in Need For Speed: Rivals.