Nintendo is now claiming ad revenue on user-generated "Let's Play" videos that feature the game company's content, according to YouTube user Zack Scott who received a "content ID match claim" issued by Nintendo.

As a result, Let's Play videos using Nintendo content will be bookended by ads while content-creators will not receive any revenue for the videos.

Nintendo has since issued a statement to GameFront, asserting its right to protect and monetize its own IP.

"As part of our on-going push to ensure Nintendo content is shared across social media channels in an appropriate and safe way, we became a YouTube partner and as such in February 2013 we registered our copyright content in the YouTube database," the company writes.

"For most fan videos this will not result in any changes, however, for those videos featuring Nintendo-owned content, such as images or audio of a certain length, adverts will now appear at the beginning, next to or at the end of the clips. We continually want our fans to enjoy sharing Nintendo content on YouTube, and that is why, unlike other entertainment companies, we have chosen not to block people using our intellectual property."

YouTube has also highlighted the issues surrounding copyright infringement in its official FAQ, stating that purchasing content does not give the user the right to upload it regardless of whether the copyright owner is credited.

"Just because you purchased content doesn't mean that you own the rights to upload it to YouTube. Even if you give the copyright owner credit, posting videos that include content you purchased may still violate copyright law," reads a statement from the website's FAQ.

"Additionally, recording a television show, video game, concert or other performance with your phone, camera or microphone doesn't mean that you own all rights to upload it to YouTube. This is true even if the event or show you recorded was open to the public. For example, recording a concert of your favorite band does not necessarily give you the right to reproduce and distribute the video without permission from the appropriate rights owners."

Last October, Microsoft similarly changed its Terms of Use to prevent content creators from making money by advertising on videos captured from Microsoft-published games.