MrBeast’s new show already faced controversy

Consumer advocates are already questioning MrBeast’s partnership with a fintech company in light of his ambitious reality show, which the YouTube sensation hopes will increase his enormous online reach and turn the corner on recent controversies.

The record-breaking “Beast Games” premiered on Prime Video on Thursday, capping a turbulent year for Jimmy Donaldson and his production company. MrBeast came under increased scrutiny shortly after hitting previously unheard-of YouTube subscriber numbers due to past “inappropriate content,” the channel’s charitable endeavors, its workplace culture, and claims of hazardous working conditions, all of which Donaldson has refuted.

Fans of MrBeast are encouraged to scan a QR code for a chance to win their own life-altering money while they watch 1,000 competitors compete for $5 million on “Beast Games.” It’s a $4.2 million sweepstakes run by fintech company MoneyLion, an app that sends cash advances — often for a fee to workers living paycheck to paycheck.

As a means of giving back to his fan base and introducing them to MoneyLion’s personal finance tools, MrBeast, who has recently attempted to rebuild brand trust in interviews with alternative media personalities, is promoting the partnership. However, consumer advocates caution that MoneyLion’s early payments, which are also advertised to giveaway entrants, function as payday loans and may entangle low-income consumers in cycles of borrowing that deplete their income and incur additional costs.