How to find creators to cover your indie game

Start with a comparable game, not a keyword

Search by a game similar to yours: one in the same genre, same rough scope, similar art style or tone. Creators who have covered that game repeatedly are your highest-fit targets, because repeat coverage signals genuine audience alignment, not a one-off visit. Generic keyword searches (e.g. 'indie game') surface generalists; comparable-game searches surface specialists.

On YouTube, look for channels that made two or more videos about that title, not just a single first-impressions clip. On Twitch, look for streamers who return to the category regularly rather than passing through it once. Both signals tell you the creator's audience has already demonstrated demand for your type of game.

CreatorScout lets you enter any comparable game and returns ranked YouTube and Twitch creators who cover it, filtered by follower range, language, and recency. That's the shortlisting step done in minutes instead of hours.

Filter by size, recency, and platform fit

For most indie launches, the 1k–100k follower range (micro-influencers) is where your time goes furthest. They are reachable with a personal pitch and a free key, their audiences are tight-niche, and several covering your game at once creates momentum. Larger channels can amplify later, once you have proof the game resonates.

Recency matters: a channel that hasn't uploaded in six months is not a useful target, regardless of subscriber count. Filter to creators active in the last 30–60 days at minimum. Language and region matter if your game has a strong localization or if your Steam store page is only in certain languages.

Platform fit depends on your game's strengths. A game with emergent, chaotic moments benefits more from Twitch (live reactions, chat energy). A game with narrative depth, puzzles, or a compelling first hour benefits from YouTube longform. Most campaigns should cover both.

Build the shortlist, then start outreach

Aim for 30–50 names. Below 30 and a low reply rate leaves you without enough coverage; above 50 and personalization becomes unrealistic. For each creator, note: their most recent relevant video or stream, approximate views or viewers, contact email (often in the YouTube About tab or Twitch panels), and a one-line observation about why your game fits their channel.

That last column, the personal hook, is what separates replies from silence. It doesn't need to be long. Something like 'I loved your run of [comparable game], and the moment where you [specific detail] is exactly the kind of thing my game does' is enough to prove you're not mass-blasting.

Once the shortlist is ready, move to outreach. See the indie game influencer outreach email templates guide for copy you can adapt. Use a CRM (CreatorScout's saved list works for this) to track status per creator: Not Contacted, Key Sent, Key Viewed, Replied, Covered. Without that tracking, a successful campaign is invisible.

Frequently asked questions