Support-a-Creator Deconstruction: Supercell Creator Program - Improvements & Future Growth

Welcome back to our deconstruction of the Supercell Creator Program. In the first two parts of the series, we explored the origins of Supercell's creator program, its original and current structure, and its’ benefits to content creators. In the 3rd and final installment of this Creator Program Deconstruction, we’ll discuss the changes Supercell made to the program in the past, speculate on future changes, and make recommendations based on what we’ve seen be successful in other creator programs. 

Program Updates & Their Impact

Improved Structure & Creator Requirements

The initial channel size requirements were limited to Twitch and YouTube, which seemingly prevented other forms of content creators (meme page managers, community leaders, etc.) from joining the program. 

Fortunately, Supercell chose to expand and clarify these requirements thus allowing creators of all shapes and sizes to join the program. This improvement expanded the size of the Supercell community and endeared more creators to the brand.

Enhanced Benefits

Speaking of endearing creators, the new program benefits like the Creator Academy have made a real impact on the lives and businesses of some participating creators. In a recent interview with “Gamingonphone”, Rick Crane, product owner of the Supercell Creator program shared that creators experienced tremendous growth after participating in the academy – one creator reported a 600% increase in their subscribers. 

What’s next for the Supercell Creator Program?

Before the launch of Squadbusters, Supercell announced that all creators (Users, Official Creators, and Super Creators) can receive a Creator Boost Code. While this opportunity was only available to Users and Official Creators for launch month, opening up this perk shows that Supercell is open to experimentation and reinforces that they see content creators as demand generators. The one-month period has since ended, so we’re eager to see if Supercell will share any results from the experiment. 

Nexus Recommendations

Like many others, the program began with good intentions and room for improvement – within the last year, the program has received 20 updates alone. The program as it stands today is a shining example of what others should emulate.

That said, there are always avenues to explore for even more growth. Without affiliation or insider knowledge of the Supercell program, we can only speculate and make our recommendations based on what we’ve seen work for Nexus-powered creator programs.

Expanding the Creator Boost Benefit

At Nexus, we believe that when creators win, we all win…and we think Supercell’s continued investment and expansion in their program demonstrates that.

So why not let even more content creators benefit from the Creator Boost? There is certainly a bottom line to consider, but with features like the ones Nexus has built that enable dynamic revenue share (e.g. higher/lower revenue for certain SKUs, creator tiers, or periods), expanding this benefit could be possible without damaging the game’s economy. 

They already started testing this with the launch of Squad Busters, but we will have to wait and see if it was successful enough for it to be a long-term perk for non-Super Creators. 

Exclusive Super Creator Game Packs

The benefits associated with the “Super Creator” tier are already quite attractive, but it never hurts to sweeten the deal, especially when you already have a long-established and trusting relationship with the creator. To that end, it’s worth considering creating exclusive in-game items designed in the likeness (e.g. Fornite’s Icon Series, or Riot’s’ Hall of Legends) of all or select Super Creators. Making these items available in the in-game shop with a higher revenue going to the content creator, opens up the opportunity for Supercell to generate incremental revenue and support their strongest partners to a higher degree.

Given the program’s track record, we anticipate more experiments and updates in the coming months. We will certainly keep an eye on the program and provide updates as they occur!