Lurkit

Lurkit operates as a data-driven marketing platform within the gaming industry, designed to connect game publishers, developers, and brands with a global network of content creators. The company was initially started as a project in 2015 by two brothers and avid gamers, Sam and Tom Niskanen, and was officially established as a company in 2019. The founders' backgrounds are complementary; Sam has experience in marketing technology and sales, serving as CEO, while Tom is an engineer.

The firm is positioned as a facilitator for data-driven collaborations, offering a suite of tools for both sides of the marketplace. For gaming companies, the platform provides real-time, actionable insights on the social performance of their games by algorithmically analyzing data from millions of streams and videos on platforms like Twitch and YouTube. This enables publishers and developers to discover and build direct relationships with content creators at scale for marketing campaigns. The business model is primarily centered around its software-as-a-service (SaaS) platform, which supports influencer marketing campaigns, creator programs, and paid sponsorships. Revenue is generated through these services, which allow brands to manage the entire campaign workflow from prospecting and contracting to payments and performance analysis.

Lurkit's core services include Key Campaigns for game access, Creator Programs for building long-term communities, and paid sponsorships. A key feature is "Quests" or "Paid Missions," which facilitates performance-based paid collaborations, moving beyond vanity metrics to focus on measurable outcomes like views and hours watched. For content creators, the platform is free and provides tools to grow their brand, find sponsorship opportunities, receive free game keys, and earn income securely. The platform's integration with payment systems like Tipalti and PayPal allows for seamless and secure transactions in over 200 markets, significantly expanding global reach for both creators and brands. Since its platform launch in early 2021, Lurkit has connected hundreds of gaming companies with tens of thousands of content creators.

Keywords: influencer marketing, gaming analytics, content creator platform, game marketing, creator economy, paid sponsorships, brand partnerships, video game publishing, SaaS, marketing technology, creator management, data-driven marketing, Twitch marketing, YouTube gaming, esports marketing, community management, game launch campaigns, influencer discovery, performance marketing, audience insights