5-Step Guide: Implementing Creator Codes

So, you're ready to delve into the intricacies of building a top-tier creator program with Nexus? 

Before we break down exactly what it takes, let’s first define what a creator program IS. 

A creator program can range from being an informal community of creators that interact with one another and the publisher in the game’s Discord. Or, it can be a program where creators join the publisher and share game updates, in-game items, and other non-monetary benefits.

These elements of a creator program are incredibly important (and ones that we can support you in building). However, to have a holistic program, publishers should put extra focus on turning creators into long-term partners where when creators succeed the game also succeeds and vice versa. We believe the most critical component of this partnership is revenue-sharing.

With a better understanding of what a holistic creator program entails, let’s dive into what it takes to implement the revenue-sharing component with Nexus.

Step 1: Define Program Goals

This step is the cornerstone of your creator program, setting the stage for all that follows.

Remember, every game is unique, and so are its goals. What works for one game may not work for another. Your program's objectives should align with your game's overarching mission and vision, as well as revenue goals. 

Consider setting these goals:

Player Spend & Conversion: Driving incremental revenue is a major factor when choosing to implement a program. Consider the size of your creator community, the type of content they create (e.g. entertainment vs education content will perform differently), and then set goals from there. 

Example goal: Reach X% of new player conversions (free to paying) through the creator program 

 

Player Engagement: Players who engage with content creators are high-value players – they spend more, play more often, and retain longer. Consider setting goals around player engagement driven by content creators and making creators a bigger part of your engagement strategy. 

Example goal: Improve playtime of players who support content creators by X%.

Player Retention and Re-engagement: The content that creators regularly produce helps keep players engaged and gives players a reason to return to the game when they see how excited their favorite creator is about a new challenge or update. Before launching your program, make sure you’re set up to measure what impact creators have on retention and re-engagement.

Example goal: Improve Day 180 retention rate of players who support content creators by X%.

Increasing Content Production: Perhaps your goal is to encourage content creators to produce more, inspiring creativity and providing players with a wealth of engaging content. Nexus can help measure the changes in content produced and how viewers are engaging with it. 

Example goal: Increase total monthly YouTube views of content covering [game name] by X%.

Attracting New Creators: Many of our partners have also seen their program attract new creators (and bring back old ones who had stopped producing content) as the opportunity of a new revenue channel is a compelling reason to produce content. Before launch, measure the size of your creator community and watch it grow post-launch.

Example goal: Successfully recruit X# new content creators to the program each month 

Once your goals are set, share them with all stakeholders, ensuring that everyone from the marketing team to the game’s leadership understands and supports the objectives. A shared vision ensures that efforts across your organization are cohesive and focused.

Step 2: Craft the Perfect Program Structure

The beauty of Nexus lies in its flexibility.

When building Nexus we knew a “one size fits all” platform wouldn’t work as every game is unique. We give publishers full control over the structure of their program and are happy to make recommendations along the way. 

Who can join?

Who gets an invite to your program? The choice is yours. You can keep it exclusive, make it application-based, or open the program for any content creator who wants to join.

More often than not, we recommend fully open creator programs, though sometimes a pilot group can be a good call. Once you’re ready to open it up to more creators, remember that you can scale your program to any size with Nexus without a sweat. 

What is the creator revenue share?

Here’s where you get to play maestro. Revenue shares can be based on who, what, and when. 

• Creator tiers: segment creators into different groups based on attributes like audience size, region, or even the type or amount of content made

• SKUs: set varying revenue shares for different in-game items. For example, if there’s an item that players typically purchase upon conversion, consider giving a higher revenue share to creators here so they’re incentivized to get more players to convert.

• Time periods: have an upcoming patch or event that you want to drive attention for? Consider increasing the creator revenue share for that period to create an added incentive.

Step 3: Nail the Technical Framework

Creating the in-game Support-a-Creator experience, as well as the dashboards that support it, can be challenging and time-consuming when done in-house. But fear not, because Nexus has your back. We've fine-tuned this step to perfection and have become experts in this space.

What is the Support-a-Creator in-game experience?

This experience is game-specific and should be carefully considered. Whether it's during checkout or in the player's settings, we'll help you find the perfect spot. When implementing, you should also consider how long that creator code persists in the player’s account (e.g. 3 days, 1 week, permanently, etc.). It depends on your program's goals.

How do creators register & track their sales?

As for creators tracking their sales, that's a breeze with Nexus. Creators can keep tabs on their sales and upload their personal payment and tax information through their private dashboard. Similarly, Publishers also have dashboards where they can monitor program performance, manage creators, and control revenue shares.

Step 4: Engage with Creators like a Pro

Without engaged creators, your program could go adrift. Before hitting the launch button, bring existing creator partners into the fold. Make sure they understand and are excited about the program structure.

Timing is key; consider launching with a bang during a new patch when creators are itching to dive into your game. The Nexus Creator Partnerships team will equip them with resources, explain the user flow, provide promo materials, and educate them on best practices. 

When you’re ready to launch, make announcements from your channels (e.g. patch notes, social media, and in-game) while participating creators do the same. Nexus will also spread the word among our network of more than 15,000 content creators.

Step 5: Manage & Expand your Creator Program

Once your program is up and running, the journey is just starting. Your team will need to stay focused keeping creator and player engagement alive and kicking. This is where activations come into play. Collaborate with creators for in-game items or offer exclusive rewards to players who support creators.

And finally: creator payouts and taxes. As your program grows, handling these processes can be a handful. Nexus steps in to securely collect creator payment info, distribute monthly payouts, and take care of tax obligations on your behalf. Your finance teams will thank you!

Take the First Step

Building a creator program may not be easy (the best things in life never are!), but with Nexus by your side, it's much easier. Not to mention faster than building a program on your own.

If you’re ready to start building a creator program for your game, reach out to the Nexus team at hello@nexus.gg.