A THOUGHT FROM YRS TRULY
MJ Widomska, Founder and Director at YRS TRULY, on getting insight from content creators, and what they had to say about working with video game companies
M
any opinion pieces have been written about the state of creator marketing in games, but very few
include direct insight from content creators. It’s a shame, because creators often have as much experience in partnerships as those of us working brand or agency- side. Collaborations with developers and publishers are vital to them: not just as a way to get access to titles and resources, but also as a source of income. Turns out, creators have a lot to say, and
they’re willing to share their opinions openly. In August, we asked trusted creators to fill out a 30-question survey. The response was overwhelming – over a hundred responded, with a combined following of 12.4 million. They told us about what brands do right and what needs improvement. We found out how many of them work full-time on content creation, how many delegate their inbox to their agents, and how many negotiate their rates. Creators shared their honest thoughts on getting pitched, and there’s good news: the vast majority of them are open to unpaid collaborations and willing to review games that land in their inbox. Yet, lack of personalisation can kill your pitch instantly. If you’re willing to go the extra mile
(addressing them by their actual name if they share it online, referencing their content and explaining why they’d enjoy your game),
cost you – literally. While creators are willing to negotiate their rates, and even offer different rates for indie projects, they’re equally willing to put their fees up if brands make their lives difficult. As one creator with 30,000 followers put it, “I have a thing I call the ‘can’t be arsed tax’. If the workload seems overbearing, I’ll put an absurd number in.” Some of the red flags our creators noted include unreasonable timelines, unfair contracts, and unclear direction, as well as reputational risks. Most creators carefully consider how their audience will react to sponsorships. If your brand is toxic and your expectations unrealistic, prepare to open up your wallet further, or even be refused outright.
When asked what they’d like to see
you’re dramatically increasing your chances of coverage. If you mass-email hundreds or thousands of creators instead with irrelevant titles, you risk getting ignored – or blacklisted. One creator with 1.5 million followers summed up this frustration perfectly: “Nearly every single email I receive from companies offering me a new game to try is soulless, impersonal and clearly doesn’t have a clue what I do in the first place.” While it may appear that sponsored content is easier to execute, mistakes will
“Most creators carefully consider how their audience will react to sponsorships.”
from brands, creators gave us plenty of suggestions. Some of the recurring themes included budget transparency, well-written contracts that don’t require a degree in law, and clear expectations. If you’re being open and communicative with creators, whether paid or organic, you’re on the right track. For a cherry on top, give them creative freedom to do what they believe is best for their audience – after all, they’re the experts. The survey findings were, in many ways, encouraging, although there is still much to be done for the industry to maximise the potential of gaming creators. Taking the wrong approach can really hurt, either by diminishing your coverage, or by raising creator fees. It’s time to treat creators like the valuable partners they really are.
If you’d like to read the survey for yourself, you can find it at
yrstru.ly/report2025
October/November 2025 MCV/DEVELOP | 17
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