Agenda
The Campaign Ends. The Relationship Doesn't. Rethinking How Studios Work With Creators
Valeriia Kramp (Senior Influencer Manager, Owlcat Games)
Pass Type:
Academic Pass, Festival Pass, Game Changer Pass, Indie Pass, Start-Up Pass -
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Hot Topics:
UGC
Track:
Marketing
Audience Level:
All
Format:
Lecture
Vault Recording: TBD
Audience Level: All
Every studio has a creator outreach process. Fewer have a creator relationship. Somewhere between "we sent a key" and "the campaign wrapped," many teams stop thinking about creators as people embedded in a community and start treating them as campaign results.
Yet Influencer Managers often face problems Community Managers know well: building trust, setting expectations, recognizing contributions, supporting highly engaged people, and sustaining relationships between launches. The hardest parts of the job are relationship-management challenges, not just campaign-execution problems.
The session is based on Owlcat Games' years of working with creators. It covers how to bring creators into the community, give them creative freedom, and stay in touch on a regular basis. It also uses campaign data to compare Owlmates with broad outreach.
Yet Influencer Managers often face problems Community Managers know well: building trust, setting expectations, recognizing contributions, supporting highly engaged people, and sustaining relationships between launches. The hardest parts of the job are relationship-management challenges, not just campaign-execution problems.
The session is based on Owlcat Games' years of working with creators. It covers how to bring creators into the community, give them creative freedom, and stay in touch on a regular basis. It also uses campaign data to compare Owlmates with broad outreach.
Takeaway
Attendees receive a practical playbook for building long-term creator partnerships. The session provides a framework to eliminate approval friction that causes creator burnout, techniques to maintain organic engagement between game launches, and actionable strategies for applying community principles to influencer marketing.
Intended Audience
This session targets Community Managers, Marketing Leads, PR professionals, and independent game developers. Basic familiarity with creator marketing concepts — such as campaign briefs, key distribution, and sponsored content — is assumed. No technical prerequisites or coding knowledge are required, making it accessible to all publishing specialists.