a practical guide to finding and working with gaming creators to grow your game.
before you start reaching out, clearly define your game's genre, target audience, and unique selling points. this helps you identify creators whose content aligns with your game. do not reach out to creators without understanding your own game's positioning first.
mid-tier creators (5k-100k subscribers) often have more engaged audiences and are more accessible than mega-creators. they're also more likely to respond to your outreach. do not focus solely on subscriber numbers; engagement and relevance matter more.
ensure creators are actively uploading content. look for channels that post at least once a week and have uploaded in the last 30 days. active creators are more likely to feature your game. do not contact creators who haven't uploaded in months.
watch a few of their recent videos to understand their style, audience engagement, and whether they've covered similar games. this helps you craft a personalized pitch. do not send generic pitches without understanding the creator's content style.
generic copy-paste messages get ignored. mention specific videos you enjoyed, explain why your game fits their channel, and show you've done your research. do not send the same message to every creator.
clearly state whether you're offering a free key, paid promotion, or early access. be transparent about your expectations and timeline. do not be vague about compensation or expectations.
include your game's name, genre, platform, release date (or early access status), and a link to your store page or trailer. make it easy for creators to decide quickly. do not make creators hunt for basic information about your game.
if you don't hear back after a week, send a brief follow-up. respect their time and decision if they decline or don't respond. do not send multiple follow-ups in a short period or after they've declined.
reach out to creators during your game's development, not just at launch. early access partnerships can build anticipation and create ongoing relationships. do not wait until launch day to start building creator relationships.
when creators feature your game, engage with their content. like, comment, and share their videos. this shows appreciation and helps build a genuine relationship. do not disappear after they feature your game.
provide early access, exclusive content, or special events for creators who consistently support your game. this incentivizes ongoing partnerships. do not treat all creators the same regardless of their support level.
maintain a creator-friendly communication channel (discord, email list, etc.) where you can share updates, answer questions, and provide assets easily. do not make it difficult for creators to reach you or get the resources they need.
monitor wishlist additions, sales spikes, and traffic to your store page after creator coverage. use analytics to identify which creators drive the most engagement. do not ignore data that shows which creators are most effective.
creator partnerships build long-term awareness. track brand mentions, community growth, and ongoing sales trends, not just launch-day spikes. do not judge creator partnerships solely on immediate sales numbers.
creators often provide valuable feedback about your game. use their insights to improve your product and marketing messaging. do not dismiss feedback from creators who understand your audience.
compare the cost of creator partnerships (keys, fees, time) against the revenue and wishlist growth they generate. this helps you optimize your creator marketing budget. do not continue partnerships that consistently show poor ROI without adjusting your approach.
key principles for successful creator partnerships.
supply high-quality screenshots, trailers, and press kits. make it easy for creators to create great content about your game.
reply to creator inquiries quickly. they work on tight schedules, and fast responses show professionalism.
let creators make content in their own style. don't micromanage, trust their expertise in engaging their audience.
not every creator partnership will result in massive sales. focus on building relationships and long-term growth.