Supercell's creator programme has transformed how the mobile game maker collaborates with influencers, significantly contributing to its growth and success in the competitive gaming market. By fostering genuine relationships, providing resources like the Creator Academy, and measuring impact through data, Supercell has successfully engaged a large community of creators who drive player engagement and game downloads.

The creator economy is projected to reach $480 billion by 2027, but the rapid increase in influencer fees is causing confusion among marketers and agencies due to a lack of standardization. As creators demand higher rates and adopt business practices from traditional freelancers, brands face challenges justifying escalating costs and navigating payment disputes. Industry experts are advocating for clearer pricing guidelines to foster sustainable partnerships in this evolving landscape.

Influencer marketing is rapidly overtaking traditional advertising, with ad revenue from user-generated content set to surpass that from professionally produced content this year. As brands increasingly seek cost-effective marketing strategies, the Cannes Lions International Festival of Creativity highlights the growing collaboration between brands and influencers, particularly in sectors beyond beauty and skincare. The global influencer marketing industry is projected to grow significantly, reaching $33 billion by 2025.