Building a world-class creator programme: key insights from Nexus CEO Justin Sacks

In a recent episode of the Pocket Gamer podcast, Brian Baglow and Peggy Ann Salz sat down with Justin Sacks, Co-Founder and CEO of Nexus, to explore the rapidly-evolving world of content creator programmes for game developers. Sacks, whose background includes competitive gaming and game media, shared invaluable insights into why these programmes are essential for modern game studios and how to implement them effectively.

The power of creator programmes

Sacks made it very clear that creator programmes are no longer just a ‘nice-to-have’ feature but a ‘must-have’ service for ‘live’ games. They offer a unique avenue for engaging with players through their favourite content creators, driving retention, reactivation, and growth.

"It's about connecting with players in the ways they want to be engaged with," Sacks explained. He highlighted that while influencer marketing often focuses on acquisition, creator programmes excel at fostering long-term engagement and loyalty.

Key takeaways for game developers

Here are the crucial points for developers to consider when building a creator programme:

• Game Fit: Not all games are created equal in the eyes of creators. Live service games with deep strategies and monetisation systems (such as gacha mechanics, battle passes, and in-game currencies) are ideal candidates.

• Onboarding is Key: The process of getting creators into your programme is often more complex than it appears. Studios must consider how creators will discover the programme, how they will apply, and how their authenticity will be verified.

• Dashboards and Transparency: Providing real-time performance data to creators is crucial. Dashboards that show sales-driven, revenue earned, and upcoming payouts build trust and keep creators motivated. 

• Incentives and Activations: Revenue share is a powerful motivator, but it’s not the only one. Developers should consider offering higher revenue shares for specific content (like new battle passes or bundles) and running regular activations and promotions to keep things fresh and exciting.

• Payouts and Taxes: Managing payments to creators across different regions and handling the associated tax implications can be a logistical nightmare. Studios should be prepared to invest in robust systems or partner with third-party platforms.

• Teamwork Makes the Dream Work: Building a successful creator programme requires a cross-functional approach. Marketing, finance, technical, and community management teams must collaborate to ensure the programme runs smoothly.

• Global Considerations: If your game has a global audience, localisation and time zone differences can present significant challenges. Starting with a focused approach (e.g., one language or region) and scaling up gradually is often the best strategy.

• Platform Matters: Different platforms resonate with different audiences. YouTube and TikTok tend to be more effective for mobile games, while Twitch is often preferred for PC and console.

Common challenges and solutions

Sacks identified overhead and management as the biggest challenges studios face when implementing creator programmes. Issues like inconsistent reporting, manual reward distribution, and inadequate communication can quickly lead to frustration for creators and developers alike.

Nexus aims to alleviate these challenges by providing the infrastructure and tools needed to manage creator programmes effectively. Their platform handles onboarding, dashboards, payouts, and other administrative tasks, allowing studios to focus on making games.

The future is direct-to-consumer

Looking ahead to 2025 and beyond, Sacks sees a strong trend towards direct-to-consumer (DTC) sales, particularly for mobile games. Creator programmes can play a crucial role in driving players from in-game purchases to web stores, where they can often find better deals. By leveraging creators to promote their web stores, developers can boost sales and build stronger relationships with their players.

Long-term commitment

Building a creator programme needs to be seen as a long-term investment rather than a quick fix, says Sands. Building a successful programme takes time, resources, and a commitment to creating a mutually beneficial ecosystem for both the studio and the creators it chooses to work with.

Partnering with content creators and streamers to enhance a game's reach and engagement is more accessible than many developers realise, especially with the support of experienced partners such as Nexus. By understanding and addressing the common challenges head-on, game developers can harness the power of creator programmes to drive engagement, growth, and long-term success.