Player relationship and marketing platform FirstLook has launched Creators.gg, a free platform designed to connect creators of any audience size with game studios for paid campaigns, early-access content, and in-game rewards. Creators.gg launches with IO Interactive and Brain Jar Games as initial studio partners and says more than 10,000 creators signed up during its beta period.
The platform gives streamers and content creators access to game keys, cash payouts, gift cards, and exclusive in-game rewards in exchange for sponsored content, along with early playtests and unreleased content for titles on Steam, Xbox, PlayStation, and Nintendo Switch through a single platform. The company describes the model as a “battle pass for streaming”: creators post content, track views live through the platform, and unlock rewards automatically as they hit viewership milestones, rather than qualifying based on follower count.
Another problem the platform is designed to address is payment speed. A 2025 Campaign report found that up to 87% of creators have experienced late payments or payment issues. Creators.gg says it addresses this with low payout thresholds and support for instant bank transfers, PayPal withdrawals, and regional payment methods.
“Our goal with Creators.gg is to build closer, more rewarding relationships between content creators and game makers,” said Eden Chen, CEO of FirstLook, in a statement. “By ensuring every creator gets rewarded fairly for the engagement they generate, we’re building a space where passion translates directly into earning potential. We want to give every creator the tools, access, and financial backing they need to turn their channels into a
IO Interactive’s Social Media and Influencer Manager, Gabriel Begorgis, said the platform has simplified running creator campaigns for the studio. “The platform is intuitive to use with customization tools that have allowed us to build tailored experiences for our games,” he stated. “It’s also given us a direct way to engage with creators, build meaningful relationships and recognize their contributions with rewards, all directly within the platform.” Begorgis added that the platform has made it easier to work with creators of all sizes, noting that “small creators are the backbone of any community” alongside established talent.
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