No audience identifies advertising as fast as this one. And none says so as loudly.
Why it rejects advertising
Three cumulative reasons.
This audience grew up with badly targeted adverts and learnt to recognise them before the end of the first second.
It knows the subject better than the advertiser: one mistake about a controller, an impossible setting, an invented figure, and the message is dead.
And it has an immediate right of reply. The comment lands under the video, it is public, and it stays.
The rejection is therefore not a matter of principle, it is a matter of credibility.
What it accepts instead
Four formats that work, all based on real use.
The filmed session, where the product is seen being used while it serves, not displayed.
The comparative test, including when it is not entirely favourable to the product.
The feedback after several weeks, which is the most credible format and the least commissioned.
And the technical explanation, precise, addressed to somebody who already knows the subject.
The common point is simple: the product does something on screen, and the person speaking knows what they are talking about.
Transparency, mandatory and beneficial
It is a legal constraint and an advantage.
A commercial communication must be identifiable as such. The exact obligations, the wording and its placement depend on your situation and on the channel, and are checked with a lawyer, before publication.
The experience of this sector is clear: a disclosure shown frankly, from the start, does not reduce the effect. It is the hidden disclosure, later discovered, that destroys both the video and the account that published it.
Which creators to hire
Three criteria, in this order.
The history, described in the box above.
The ability to produce a clean screen recording, with the game sound and the voice on two separate tracks. That is a technical point which eliminates half the candidates.
And how the person talks about flaws. A creator who never criticises anything has no recommendation value, including when they recommend you.
The brief that produces good material
Short, and above all permissive.
Give what is mandatory: the advertising disclosure, the exact product name, the expected formats, the date.
Give what is forbidden: unverifiable performance claims, named comparison with a competitor, promises of winnings.
And leave everything else free, including the right to say what is wrong. A brief forbidding any reservation produces a video this audience does not watch to the end.
What is filmed, and where
| Element | Source | Constraint |
|---|---|---|
| The game screen | Direct capture | Publisher permission to check |
| The reaction | Front camera, at the same time | Sync to get right |
| The hardware | Desk shot, hands | No third-party brand visible |
What is set before recording
The mic level against the game, the same frame rate for capture and camera, the available disk space.
What to check on the rights side
The in-game music, the brand imagery shown on screen and the publisher's release terms, to be confirmed with a lawyer.
The Spanish calendar
It follows releases and the sector's gatherings.
Game launches, the major shows, competitions and the periods of intense commercial activity concentrate attention, and therefore competition for advertising space.
Two options: arrive before, when anticipation is high and space cheaper, or arrive after, when everybody has gone and players are still looking for content. The most expensive period is also the most crowded.
Sources
Checked on 27 August 2026. Thresholds and rates change: where this guide and the official source disagree, the official source is right.
