What's going to happen to people streaming Nintendo Games? Are we going to have another youtube situation?
(though, IIRC, Twitch does those already for pre-release game titles through agreements with various game publishers)
The video game companies never initiated it, Google did. In fact the companies support playthroughs on YouTube because it helps with sales and builds communities around their games. They even wrote open letters to Google giving them permission to monetize gameplay videos made using their games.