Discovery has decentralized
Players increasingly find their next game through creators they trust rather than ads they ignore. That shift has made influencer relationships one of the most valuable assets a studio can cultivate.
Build for shareability
Games that produce memorable, clippable moments spread organically. Designing for those moments — and giving creators the tools to capture them — turns players into a marketing engine.
The smartest studios treat creators as partners with early access and genuine input, not as a paid channel to switch on at launch.