Nintendo to end Creators Program for let’s players

Nintendo has announced they will be officially ending the Creators Program for user generated video content at the end of December 2018.

In a press release issued on their site, the company stated that they are “ending the Nintendo Creators Program (NCP) to make it easier for content creators to make and monetize videos that contain Nintendo game content. We will no longer ask creators to submit their videos to the NCP, and creators can continue showing their passion for Nintendo by following Nintendo’s guidelines.”

Among those guidelines, users cannot upload raw gaming footage unless it is captured by Nintendo system features, like the Switch share button. Videos captured through other methods are permitted, but require creative input or original commentary. Which shouldn’t be a problem for streamers and let’s play channels. They will also continue to pursue legal action against the uploading of leaked or pirated content. 

Nintendo unveiled the Creators Program back in 2015 as an attempt to control their IP on video streaming sites. It required YouTubers and streamers to get approval before uploading any Nintendo game content to their channels, with creators having to share any revenue made from those videos with the company. 

Several prominent YouTubers took exception to the program, with many outright refusing to feature Nintendo content going forward. 

This is a positive step in the right direction from a company who has traditionally kept their IPs under tight lock and key. It seems they are finally starting to realize the benefits of UGC, viral marketing, and the hype machine.

Most other gaming companies have openly embraced streaming and let’s play content as a means of promoting their games, with both Sony and Microsoft baking these features into their 8th generation consoles. Nintendo finally included such features with the Switch in 2017.