What do creators think about working with brands?
We spoke to our trusted content creators to get their thoughts on all aspects of working with gaming brands – from getting pitched to paid sponsorships. More than one hundred creators ended up filling out our survey, primarily in the UK, Ireland and Europe. Together, they have a combined following of over 12.4 million. We’ve heard from small, ultra-specialised creators, and from large, full-time creators. They all had something in common: a genuine interest in creating long-lasting, sustainable relationships with developers, publishers and agencies. We were left with a treasure trove of data, advice and feedback, which we transformed into this report.
"Trust is a currency within brand deals, you build it up with your community and spend it."
The survey is a very first of its kind from us, and leverages 7+ years of experience working with creators within and outside games. Creators shared their thoughts with us candidly, allowing us to put together a report which will be helpful to games marketing folks of all experience levels. It includes best practice for both organic and paid creator collaborations, as recommended by creators themselves!
Some of the key findings include:
- Split between full-time and part-time content creators
- Percentage of creators who manage their own email inboxes
- How likely creators are to explore organic-only opportunities
- How many are open to negotiate their rates
- How to incentivise event attendance
- Key challenges for sponsorships
- ... and a lot more!
We're no longer distributing the YRS TRULY Creator Report 2025, but please drop us an email at hello@yrstruly.uk if you're interested in reading it and we'll see what we can do.
