Fostering Sustainable Relationships Between Live-Service Games and Creators Beyond Sponsorships

This article explores how live-service games can enhance their relationships with content creators through Support-A-Creator codes, increasing customer lifetime value and fostering a loyal community of players and creators. The traditional model of paid sponsorships has its limitations, as it is often transactional and short-term. In contrast, Support-A-Creator codes offer a more sustainable approach, allowing creators to earn a percentage of sales generated through their unique codes. This revenue-sharing model aligns the interests of creators and developers, promoting a collaborative and supportive relationship. By adopting this approach, games like EVE Online and Squad Busters have seen increased engagement, retention, and revenue. The benefits of Support-A-Creator codes include providing creators with a steady income stream, increasing their motivation to promote the game, and fostering a sense of community among players. While this model may not be suitable for every game, it has the potential to elevate the gaming experience and create a more loyal and engaged community of players and creators.