Agenda
Balancing Paid & Earned Creators to Maximize Impact
Jen Zall (Director of Creator Strategies, Gamesight)
Mike Rhinehart (Sr. Manager, Content Marketing, PLAION Americas)
Michael Park (Paid Media & Influencer Marketing, Bandai Namco Entertainment America)
Emilee Helm (Director of Creator Marketing, Gamesight)
Pass Type:
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Hot Topics:
UGC
Track:
Marketing
Audience Level:
All
Format:
Microtalks
Vault Recording: TBD
Audience Level: All
Paid and earned creator marketing get compared one to one all the time. Earned often looks more cost-efficient, so why wouldn't publishers just do more of it? The answer depends on the game, the creator community, and what the campaign is trying to accomplish.
In this session, experts from Bandai Namco Entertainment America, PLAION, and Gamesight explore two approaches to balancing paid and earned: Depth, getting more meaningful participation from creators who are a strong fit, and Scale, getting more creators involved and creating more opportunities for discovery.
Through two microtalks and a moderated discussion, speakers explore why publishers pay creators who already love their games, when to bring new creators into the fold, and how much content to expect from earned opportunities. The session examines where each approach works, the tradeoffs involved, and how marketers can find the right balance for their games.
In this session, experts from Bandai Namco Entertainment America, PLAION, and Gamesight explore two approaches to balancing paid and earned: Depth, getting more meaningful participation from creators who are a strong fit, and Scale, getting more creators involved and creating more opportunities for discovery.
Through two microtalks and a moderated discussion, speakers explore why publishers pay creators who already love their games, when to bring new creators into the fold, and how much content to expect from earned opportunities. The session examines where each approach works, the tradeoffs involved, and how marketers can find the right balance for their games.
Takeaway
Attendees will leave with a practical framework for using paid and earned together to extend campaign impact and build stronger creator relationships over time.
Intended Audience
Game marketers, creator marketing leads, community managers, and publishing teams responsible for planning creator campaigns benefit from this session. It is designed for professionals deciding how to balance paid and earned activations across a game's lifecycle. No prerequisite knowledge is required.