Introducing the Creator Program
Akin to project management, a Creator Program embodies an ongoing set of activities with a clear goal in mind. The specific activities may vary, but the constant objective remains. Growth. In the past, especially in gaming, UA and Community teams were siloed, with distinct responsibilities for growth and engagement. Each team had its own budget, processes, and data to achieve their KPIs. However, with the escalating cost of user acquisition and the maturation of the Creator economy, Games can no longer afford the inefficiencies stemming from these silos.
Loosely defined, a Creator Program encompasses all activities carried out with Creators to enhance a Game’s visibility, growth, and player retention, all at a manageable cost. While numerous Games and platforms assert they are running Creator programs, many are still grappling in the dark, struggling to discern the right steps forward.
At Wehype, we firmly believe that Creator Programs represent just the beginning of a paradigm shift we refer to as Creator Collaboration. Here, a Creator is genuinely regarded as a partner, not merely a commodity. Much like presenting a pitch to a PR agency, a Game should not view Creators as mere resources but should strive to understand what they require to cater to their audience. Creators are not in service to the Game; rather, they are beholden to their audience. This fundamental perspective reshapes how Games and Creators interact.