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

This article discusses how live-service games can increase customer lifetime value, attract engaged players, and create loyal creators through Support-A-Creator codes. The traditional model of paid sponsorships has been the primary way for publishers to partner with content creators, but this approach has its limitations. By using data to identify the most receptive creators and audiences, publishers can optimize their sponsorship strategies. However, the shift towards live-service games requires a more sustainable approach to engaging creators. Wehype's Support-A-Creator codes offer a solution by allowing creators to earn a percentage of sales generated through their unique codes, aligning the interests of creators and developers. This approach has been successfully implemented by games such as EVE Online, which partnered with Wehype to add revenue share for its partnered creators. The benefits of Support-A-Creator codes include increased motivation for creators to promote the game, better alignment of interests between developers and creators, and a more collaborative and supportive relationship. For example, content creator DannehTV found the revenue-sharing model to be profitable and effective in driving sales and engagement. While the model may not be suitable for every game, it can be a powerful tool for amplifying community engagement and strengthening relationships with creators.