Why Every Game Needs a Creator Program

PocketGamer.biz Podcast

In 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!

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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