That's less backward than filing unilateral content claims
Nintendo has changed its stance regarding the company's games being broadcast on YouTube videos. Now, instead of filing claims against videos that depict its titles, Nintendo wants in on the action.
Nintendo has unveiled a YouTube affiliate program that will effectively allow it to split revenue with those uploading videos of Nintendo's titles. Under the revenue-sharing plan, pre-roll ads will sometimes be shown, and Nintendo, Google, and the uploader will all take a cut of the money. However, users will need Nintendo's permission to upload videos in the first place.
This is still a far cry from many companies' policies to let YouTubers have free rein when promoting their games. For instance, these are Ubisoft's guidelines which are very nonrestrictive. However, given where Nintendo was, it's a step in the right (and entrepreneurial) direction.