The Future of UA: 5 of the Best Creator Programs & UA lessons we can learn from them

Why they are the future for Game Development & User Acquisition?

Creator programs. Everyone and their mom has one, including Roblox, Fortnite, Rush Royale, and Supercell…but why? What’s the ROI?

Well, there are several benefits to starting one, including:

• Retention: keep the community engaged, return for new content, and generate buzz around updates

• Feedback loops and positive PR: get direct feedback from hardcore gamers and helps you contain negative feedback (rather than creators spreading criticism publicly)

• Generate user-generated content: build a constant engine of content around your game

• Distribution: build hype and get the news out for any new content or 

• Reduce fatigue: keep your game’s ecosystem fresh and alive

• Reward: your most loyal fans

• Drive more revenue: more engagement around skins, bonuses, and upgrades ultimately helps build your ecosystem.

All of the above has a direct impact on your User Acquisition activities. Supercell has recruited over 1,000 creators, claiming some have even increased viewership by 600%. I mean, you can’t pay bills with viewership, but still. That was their main UA channel until Brawl Stars blast.

Gaming companies are competing for creators’ attention.

It’s not only brands fighting for the massive reach influencers have today. Developers are finding ways to identify creators and deepen relationships with them. For example, some creator programs demand that the creator almost exclusively plays a certain game, locking them into the game’s respective ecosystem (which is probably not the best idea, but some games just have that kind of leverage right now).

Let’s dissect all the best creator programs out there right now.

Rush Royale paid its players $500k in less than 2 years

My.Games launched its creator program in 2022 for Rush Royale. They recruited over 100 creators to film and edit content about the game, rewarding creators $500k so far. Once accepted into the program, creators are invited to a private Discord where they can collaborate with other creators and learn more about upcoming events.