How live-service games can build an on-going relationship with creators beyond sponsorship

Wehype shares the benefits of Support-A-Creator codes [View this email in your browser]( You have been sent a sponsored message via GamesIndustry.biz, in association with WeHype How live-service games can develop an on-going sustainable relationship with creators beyond sponsorships Wehype shares the benefits of Support-A-Creator codes In this article, we'll discuss how games can increase their customer lifetime value, attract more engaged players, have a higher share of voice on social media, and create more loyal creators with Support-A-Creator codes. The role of paid sponsorships in a live service world These days, any publisher (big or small) has at least one person focused solely on building relationships with content creators and talent managements, and this person needs to execute these partnerships as smoothly and cost-efficiently as possible. Today, these partnerships are primarily transactional. Publishers pay creators to promote their games through sponsored content, showcasing the game to their audience, or giving them early access (which works if the game is hyped enough). This model has proven to be a very efficient way to reach specific audiences. Paid sponsorships are so common today that almost every creator's audience expects them to have them relatively regularly (even if they mostly play one specific game). After all, the creator needs to put food on the table, right? However, how these paid sponsorships work in practice has remained the same since they started appearing. The publisher pays creator X a certain amount of money, and the creator streams the game Y for 1-2 hours or makes a dedicated video. Instead, the most significant developments around paid sponsorships have been the underlying data—which creators do we target and why? How will their audience respond to the game? The leaders in this space use advanced data to pinpoint which creators (and which audiences) will be the most receptive to their game. Ultimately, your biggest hopes will be that the creator wants to keep playing your game after the sponsored segment is done, and two, that their audience converts into paying customers. In the last couple of years, the industry has shifted increasingly towards ongoing, live service games, with most significant publishers chasing the next big thing. This is to be expected, considering that, when done right, a live service game can prove extraordinarily profitable in the long run. It used to be that shipping the title was the big hurdle to get over; for most games today, that's just the first of many. An excellent live strategy is essential to keep players engaged over long periods. However, it is equally important to consider how you will keep creators engaged. At Wehype, we've talked for a while about the shift from influencer marketing to [creator collaborations](. But buzzwords aside, what does that actually mean? For us, it emphasizes a more sustainable, long-term way of engaging creators. [To read the full article, click here]( [Facebook icon]( [Twitter icon]( [LinkedIn icon]( Copyright (C) 2024 ReedPop. All rights reserved. You got this email because you signed up to an account on GamesIndustry.biz and agreed to receive promotional emails from our partners. Our mailing address is: ReedPop 1-6 Grand ParadeBrighton, East Sussex BN2 9QB United Kingdom [Add us to your address book]( Want to change how you receive these emails? You can [update your preferences]( or [unsubscribe]( [Privacy Policy]( | [Cookie Policy](