Decoding Creator Programs: An Introductory Guide
In the ever-evolving world of gaming, one term has been making waves: Support-a-Creator Program. It's a phrase that's been on the lips of industry leaders, gamers, and content creators alike. But what exactly does it mean, and why has it become such a game-changer?
The Genesis: Epic's Bold Experiment
Let's start at the beginning. Fortnite, the iconic battle royale sensation, deserves credit for pioneering the Support-a-Creator Program. What began as a limited-time experiment quickly transformed into an integral part of the gaming landscape. They introduced a groundbreaking revenue-sharing model that allowed players to support their favorite content creators while indulging in in-game purchases. From seasoned streamers to YouTube sensations, content creators of all kinds were welcomed into the fold. Those fortunate enough to be accepted reaped the rewards, sharing in the revenue generated from in-game purchases, such as V-Bucks or skins. It was a win-win scenario, especially for Ninja, who reported a staggering $5 million in one month from players using his Fortnite Creator Code.
“Originally planned as a one-time event, Epic said it decided to make the Support-A-Creator Program permanent after it was “blown away” by the response. “Millions of players have supported their favorite creators and have made a huge impact,” said Epic Games community manager Melissa Digmon in a video posted to Twitter. ‘We were inspired to extend the program, and in December we made Support-A-Creator a permanent fixture.’”
A Growing Movement: Industry-Wide Adoption
Fast forward to 2021, and you'll find that other gaming studios have embraced this trend. Games like Brawl Stars, Clash Royale from Supercell, Bloons TD 6 from Ninja Kiwi, and Town of Salem 2 from Blank Media, among others, have joined the ranks. Creator programs have emerged as the go-to strategy for gaming companies seeking cost-effective marketing solutions that also foster community.
These programs harness the existing reach and influence of content creators, who, in return, receive exclusive content, financial incentives, and a deeper connection with their audience.
A Thriving Ecosystem: Fueling Growth and Engagement
The appeal of Support-a-Creator programs lies in their ability to drive growth and enhance player engagement. As these programs continue to gain traction, they play pivotal roles in expanding game audiences, increasing conversions from free to paid players, boosting Average Revenue Per Paying User (ARPPU), prolonging player playtime, and reducing churn.
Deconstructing the Support-a-Creator Program
Yet, there's a lingering question: What exactly constitutes a Support-a-Creator Program? Definitions can vary across the industry, publishers, and even within specific development teams. To shed light on this, it's essential to dissect the core elements of a comprehensive program, with a spotlight on those found in Fortnite's and Supercell's creator initiatives.
1. Revenue Sharing: The holy grail of creator programs, revenue sharing, allows publishers to attribute sales to content creators and reward them accordingly. Despite its potential to drive player conversions, spending, retention, and engagement, this element remains underutilized by many publishers, often due to engineering constraints or misconceptions about sales cannibalization.
2. In-Game Incentives: Following closely behind revenue sharing, in-game incentives offer creators irresistible benefits. These can range from early access to content and promotional codes for giveaways to creator-specific skins, avatars, or other in-game items crafted in their likeness.
3. Out-of-Game Incentives: Creators appreciate the support of publishers in growing their community and promoting their content. This extends to incorporating a creator's content in the game (e.g., tutorials) or amplifying their content on the publisher's social channels. Merchandise and custom swag also play a crucial role in building a creator program.
4. Exclusive Creator Community: Establishing a hub where content creators can interact with each other and developers is paramount. This can take the form of a private channel within the game's Discord or a separate server. Regardless of the approach, fostering a sense of community and collaboration is essential for long-term partnerships with content creators.
A New Player Has Emerged
Nexus offers publishers the means to easily build a holistic creator program, complete with the most impactful benefit: revenue sharing. With Nexus, publishers can transform creators into long-term partners, cultivating a win-win scenario for both parties. It's a strategy that nurtures a vibrant in-game community, granting players access to the latest content and releases. Furthermore, it fortifies game retention, reactivation, and propels players along the monetization journey, driving conversions from free to paid players while increasing Lifetime Value (LTV).
Nexus offers a "creator program in a box," liberating finance teams from the complexities of managing payouts to creators, engineers from building attribution tools, dashboards and the infrastructure for creators to track their sales, and supporting publishers in either partially or fully managing content creator relationships and activations to keep them engaged.
So what’s next? According to Justin Sack, Founder and CEO of Nexus (and former content creator himself), he believes that content creators are the driving force for game discovery and growth and that every game needs to have a Support-a-Creator program to be competitive.
“As digital media gets harder and harder to measure ROI, having a great creator program will be critical to drive discovery of games, improve LTV, and grow the publisher's business. It benefits everyone, the publisher, the creator, and the players.”
To learn more about how to implement a successful creator program, contact us at hello@nexus.gg.
