Support-A-Creator Program

The challenge

Across the industry, gaming publishers and creator networks were shifting from measuring creators' influence in impressions to connecting it to actual purchases. EA's Creator Network needed a model that made that shift: turning creator relationships into a measurable, scalable revenue channel rather than one-off activations with tricky-to-measure ROI.

The approach

• Positioned the Creator Network's structure and value proposition for creators and EA franchises alike.
• Built direct tracking of revenue driven alongside improved tracking of content produced, giving a holistic view of the value of every creator activation.
• Shifted from one-off activations to longer-term relationships with all creators, diversifying incentive structures to keep them engaged for longer.
• Created regular, consistent touchpoints with creators, and through them a path to new audiences.
• Launched the Support-A-Creator program with The Sims as the pilot title.

What creators need

Create remarkable content

Creators need empowerment through our games and experiences to easily create high-quality UGC.

Grow a community audience

Creators need avenues to promote and grow their reach in order to develop community on platforms.

Own their diversified audience

Creators need to expand their footprint across dozens of other ecosystem channels.

Monetise their audience

Creators want authentic and seamless ways to monetize their audiences, both in and out of games. With Support-A-Creator, a creator's code at checkout supports them directly, at no extra cost to their fans.

Connect with community offline

Creators seek physical and experiential ways, beyond content, to connect offline with their community and tribe of superfans.

Manage their business to drive growth

Creators need to understand how their content and creations are performing, from both engagement and monetization perspectives.

Impact