Want to Reach Gen Z? Start with Creators

If you're trying to get Gen Z to notice your game, don’t start with ads. Start with content creators.

That’s the key takeaway from Tobias Knoke, Head of Gaming & Tech (EMEA Top Partners) at Google, in his conversation with Michail Katkoff on the Deconstructor of Fun podcast about what really works when marketing to Gen Z.

His advice? Have a creator strategy—or risk being ignored. Here’s what game developers need to know.

This blog pulls from Tobias Knoke’s interview on the Deconstructor of Fun podcast, along with Nexus’s own take on what game developers should know about reaching Gen Z through creators. We highly recommend checking out the full episode.

Gen Z doesn’t find games the way older players do

You won’t find Gen Z browsing app stores or reading long-form game reviews. They’re scrolling through TikTok and Instagram, watching let’s plays on YouTube, and hanging out on Twitch. And that’s where discovery happens—right in their feeds.

As Tobias Knoke put it: “The top way of discovery is social media. Within social media, it’s video. Within video, it is creators.”

It’s not just a theory—it’s supported by data. A recent ZBD study found that 67% of Gen Z gamers trust brands more when they engage with the creators those players already follow.

This is a generation that builds trust through personality. They want to see how a game plays, hear a creator’s honest take, and decide if it fits their vibe. And they’re doing that through the creators they already watch daily.

Creators aren’t a “nice-to-have” anymore. They’re the primary discovery engine for an entire generation of players. If you’re not showing up there—you may not be showing up at all.

They follow creators—and act on what they say

According to Tobias: Gen Z is 57% more likely to follow gaming creators than the average gamer and 58% would play a game because of a creator—that’s more than Millennials (51%) or Gen X (36%).

That’s not just influence. That’s impact.

You Need a Creator Program—Full Stop

One of Tobias’s main takeaways? Developers should invest in real, ongoing creator programs.

“The best thing about creator programs is that you involve them from early on… You launch the game together with them… You keep them part of the live ops and the overall development experience.”

A creator program isn’t just about sending out free keys. It’s about building relationships with structure, support, and consistency.

What does a strong creator program include?

• Simple onboarding and clear dashboards
  So creators can easily join, track updates, and monitor their performance.

• Meaningful rewards
  Like revenue share, giveaways, or exclusive perks tied to performance and participation, ZBD reports that 80% of Gen Z gamers want creators to be rewarded fairly for their work with brands. Revenue share is one of the clearest ways to do that, and Nexus helps developers implement it.

• Early access and inside info
  Patch notes, dev updates, and sneak peeks that help creators plan and build better content.

• Custom assets and cosmetics
  Tools that help their content stand out—and show that you value their creativity.

• Dedicated communication channels
  Spaces like private Discords where creators can ask questions, share feedback, and stay connected.

Even if your program isn’t as polished as Supercell’s, what matters most is starting. As Tobias put it:

“It’s all about getting out there and giving it a try. And then most importantly, beating the drum for your creator engagement. The only thing you should never do is stop the communication.”

The developers who treat creators like partners—not promo channels—are the ones building long-term trust, better content, and real momentum.

Other brands are already doing this well

Take Supercell, for example. They’ve created an entire ecosystem that makes the content creator-publisher partnership feel native. The Supercell Creator Program is a shining example of what a creator program can be—learn more about its origin story and current format.

Bottom line: Gen Z listens to creators—so should you

You don’t need a massive team or massive spend. But you do need a real strategy, and ideally, a structured program to support it.

Start small if you have to—but start. Launch with creators. Keep them in the loop. Reward their effort. And never stop communicating.

If Gen Z trusts creators to tell them what to play, you should trust creators to help bring your game to life.