Daily April 20

As game developers realize the marketing potential of individual content creators, they are investing in programs and platforms to help creators turn their pastimes into businesses. Last month, game developer 2K announced the second class of its NextMakers initiative, a training program that brings content creators further into the 2K fold, evidence of the company’s increasing awareness of their increasing role in generating and maintaining interest in gaming IP. Read more about the strategy below.

• Even before the rise of developer-backed initiatives such as 2K NextMakers and EA’s Creator Network, gaming creators inherently marketed their titles.
• This week’s Digiday+ Future of TV Briefing recaps what brand and agency executives had to say about the state of connected TV advertising during a virtual Town Hall session as part of Digiday’s Future of TV Week this week.
• After a rough patch of employee walkouts and leadership woes, Periscope agency president Cari Bucci-Hulings shares a strategy for employee retention.

From our sister site, WorkLife:

• Coworking couples share the highs and lows of remote working.
• Why professionals are retaining walking meetings as they return to the office.