Why Every Game Needs A Creator Program
1In 2025, gaming is no longer just about creating great games—it’s about creating thriving ecosystems. The rise of live-service models and player-driven economies means that success hinges on more than just initial downloads or launch-day hype. Studios now face a critical question: how do you keep players playing? Justin Sacks, CEO and Co-Founder of Nexus, offers a compelling answer: creator programs. These initiatives empower content creators to transform games into dynamic communities, driving retention, reactivation, and long-term growth in an industry where player loyalty is priority #1. Justin joins Peggy Anne Salz and Brian Baglow in this episode for a candid conversation on what it takes to build and maintain a world-class creator program. The group discusses why working with content creators proves to be a fantastic tool for sustainable growth, the mistakes and challenges studios face when getting started, why traditional influencer marketing falls short and how a revenue-sharing model sets both creators and studios up for success. Listen and learn!
Justin Sacks - https://www.linkedin.com/in/sacksjustin/
Nexus - https://www.nexus.gg/
CHAPTER TIMESTAMPS
00:00 - Intro
01:54 - Lessons from competitive gaming
03:05 - Why creator programs matter
09:10 - Managing creator programs
13:25 - What Nexus does
14:46 - Influencer marketing vs a creator program
19:35 - Streamer to studio designer pipeline
22:08 - Steps to setting up
28:35 - Small creators still perform
31:58 - Common challenges and mistakes
38:16 - Upcoming trends
39:25 - Favourite games Q&A
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