Build vs Partner: Implementing a Support-a-Creator Program

We know content creators have transformed the gaming industry by acting as influencers, marketers, and intermediaries between developers and players. Their impact will continue to grow and evolve as the gaming industry and content creation platforms themselves develop further. Those who don't embrace content creators as integral to their strategy risk being left behind. So the decision isn’t if or when…it’s how. 

When it comes to implementing a Support-a-Creator program, publishers have two options: building it in-house or partnering with a platform like Nexus, which offers turnkey solutions already proven to work.

Building In-House

Design and Build an Attribution API 

The foundation and core of any successful Support-a-Creator program is the in-game attribution system. 

Your development team will need to create the in-game system that properly tracks and attributes creator driven sales as well as the hub where creators can track their sales.

Develop a Creator Application and Onboarding Process

The next hurdle is designing an application and vetting process, along with a comprehensive onboarding flow. This flow is where creators will apply to be in the program, and then, if accepted, go through the onboarding flow of generating their creator code and getting up to speed on program guidelines and promotion best practices.  

Build Performance Metrics and Tracking:

Once creators are onboard and begin to drive sales, you’ll need a hub where you can monitor the program’s performance.

We recommend setting up a tracking system that updates in real-time. This makes it easier to regularly analyze performance, using data to make necessary adjustments for better results. 

Best in class publishers rely on comprehensive analytics and scalable management dashboards for both creators and your team. While this can be done in a spreadsheet, we don’t recommend it as it can quickly become unruly as your program expands.

As your program grows, consider using the performance data to make adjustments around creator revenue share, creator recruitment (i.e. recruit more creators in regions where you want to expand your audience), and choose to build deeper, long-term relationships with successful creators.

Implement a Payment and Tax Process

Next, your finance team will need to develop a transparent payment process to ensure creators receive their earnings in an accurate and timely manner.

When building the payment process, your finance team will need to establish: 

• payment terms (e.g. net 30),

• a minimum payout threshold (industry standard is ~$100 USD), 

• through which means you’ll pay out  (e.g. wire transfer, PayPal, Venmo, and other regional payment platforms), 

• if you’ll cover any of the payment fees, 

• and a notification system to let creators know once payment has been sent. 

Ongoing Program Management 

If you haven't already had a team dedicated to working with content creators, you’ll need to assemble one. This team will play a pivotal role in monitoring the program’s success as well as inviting, managing, and engaging with the creators.

When assembling this dream team, consider the following positions:

Creator Relations Manager: This individual will be the primary point of contact for your content creators. They will foster relationships, address concerns, and act as advocates for creators within your organization.

Program Manager: Responsible for overseeing the entire program, from strategy to execution. They will ensure that your program aligns with your game's objectives and stays on track.

Technical/Engineering Support: A dedicated team or individual who can provide technical assistance to both creators and your internal team regarding the Attribution API, and dashboards. This individual should also advise on other technical aspects such as creating new program features/tools, integrating additional metrics, or adapting to changes in the game.

The Alternative: Partner with an Expert

There are many advantages to partnering with a team who specializes in building creator programs – the expertise, reduced risk and cost, and established technical infrastructure are just a few of the benefits.

Established Infrastructure

With our easy to integrate REST API, SDK (which includes sample projects), dedicated engineering support and pre-built dashboards, you’ll be about to get your program running in no time. As a partner, you’ll also have access to future features and complementary products like our Referral & Bounty API. 

“Just wanted to thank you for such an easy-to-use API. I’ve just integrated it into our backend service which BTD6 and Battles 2 both use. Took less than two hours to get a test transaction showing up in the dashboard.”

 

--Allen Clelland, Lead Server Engineer at Ninja Kiwi

Faster Implementation & External Support

When you partner with a company like Nexus, you can go to market in weeks - not months. A good partner will have a dedicated team already in place to support you in not only building the technical side of the program, but also in developing its structure and recruiting/engaging with participating creators.

Payments Managed for You

Nexus provides automated financial onboarding and a dedicated finance team to handle global creator payouts and taxes, so your teams don’t have to worry about it. 

Out of the Box Reporting 

Give your performance marketing teams an easy way to monitor, calibrate and scale the program. Access and export real time data and integrate it into other game performance reports

Scalable & Growing Platform

As your game grows or needs change, a partner like Nexus can support you at each stage whether that be with a new feature or assistance in managing your creator program.

Making the Decision

When partnering with us, Nexus becomes an extension of your team. We provide Marketing, Finance and Creator Partnerships support – letting your team focus on your game. You will also have a dedicated Account Manager and Creator Partnerships Manager; and the opportunity to connect with the existing Nexus creator community (15K+ content creators).

When selecting a vendor, make sure they offer flexibility in terms of their product offering and willingness to build new features as you grow. Legacy alternatives can be slow to innovate and lack the nimbleness that a company like Nexus offers.