Luxury loot box sponsorships are tearing YouTube apart

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Some of YouTube’s biggest channels are facing backlash from both viewers and other YouTube creators after promoting a form of loot box-style gambling with a company called Mystery Brand. Both Jake Paul and Brian “RiceGum” Le have run sponsored videos promoting Mystery Brand — a $100,000 offer that other YouTube creators said they’ve also received and turned down.

The sponsored videos show Paul and Le clicking on a variety of mystery boxes looking to win top prizes. Much like loot boxes in gaming, the format lets players spend anywhere from $12.99 to $100 on boxes and open them up to win an unidentified prize. Prizes differ from USB cords and fidget spinners to designer clothes, cars, and houses, according to the site.

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