Recognising how the esports and gaming landscapes are becoming more dynamic, global gaming-centric consumer electronics company Razer has launched its new ‘Razer Creator Program’, and is designed to support a diverse range of creators, from budding streamers to established influencers.
As the initiative rolls out globally, including in Asia-Pacific, we had the chance to speak exclusively with Hung Wei Goh, senior director for global community, influencers, and esports at Razer to better understand what this initiative will bring to APAC creators, and how Razer will continue to support creators in the region.
How ‘Razer Creator Program’ works for APAC
For Hung Wei, the ‘Razer Creator Program’ brings together the best of their content creator ecosystem, from hardware to services, to partnerships which serves to engage any interested individual looking on their content creator journey.
“It is a transformation of the Razer Streamer Program, which has been well-received over the years. Beyond channel growth, we’re taking it to the next level with additional educational guides and engaging collaborations for creators of all sizes and experience, providing them with opportunities to collaborate, learn and earn,” he said.
A unique part of the initiative is its ‘Bounties’ offering, where different rewards are created to cater to the different skill sets of these creators. With this, budding creators will gain experience and be given opportunities to learn and grow whereas seasoned creators will be spotlighted by Razer and earmarked for further collaborations.
Moreover, he also added that within the program, all creators will also receive a unique affiliate link which they can share with their audiences. This allows them to earn a commission (up to 8%) whenever someone makes a purchase using their link. Moreover, all creators who sign up for the program will also be entitled to a one-time discount of 15% off Razer streaming products to further support their content creation journey.
“Going beyond solely content creation, we are also encouraging a closely-knit community where everyone can connect, collaborate, and level up together! We have a creator-exclusive Discord channel where content creators all around the world can come together via online events and even in-person meetups based on regions. Creators in the Asia-Pacific region can look forward to forging new and closer bonds with like-minded individuals around them,” he explained.
The program’s impact to APAC content creators
For Hung Wei, Razer has always been a community-first brand, and their ability to listen and work with our community has been integral to the success of their work. This brand vision has been at the centre of this new content creator program.
“We believe in forging a community where we can empower and give back to the creators of all levels who have been supporting the brand at every step of the way. For us to best understand the creator space, as well as their needs and challenges, we needed to centre our efforts with creator-centric initiatives like the Creator Program, where we offer them a platform for collaboration opportunities, direct line of communication for 2-way feedback, so we can improve our solutions for all other individuals looking to get a foot in the creator space.” he explained.
He also added that regional creators offer a unique diversity and what makes it special is the fusion of local culture that gives a unique edge to the content APAC creators provide – even as gaming is itself, a universal language.
“Ultimately, we desire to cultivate a diversified unification of all creators who are passionate about what they do, have a taste for gear and content, keeping in trend, and decisive on the things they set out to achieve. What’s important for us is that they are passionate about gaming and the content they put out,” he said.
Hung Wei added, “After all, we live by the motto “For Gamers, By Gamers”. These creators would have a greater understanding and deeper connections with their audiences, allowing them to understand the needs and desires of their communities. This would bring about unique perspectives that only APAC creators can bring to the table.”
Entrusting a direct line with content creators
As Razer continues to grow the program, Hung Wei notes that creators who are on board can expect full regional and global support from the company, ensuring that there will be a direct line of communication between creators and the brand.
“We can focus more on helping these creators to elevate their content and following while fulfilling their passions for content creation. This would encompass more targeted focus of personal collaborations and mutually beneficial partnerships as we recognise the need to maintain a strong connection with the APAC content creators who are in the program,” he said.
Hung Wei concluded, “Looking to the future, we hope to be able to connect and collaborate with creatives around the world to bring the top-of-class UGC content that is uniquely Razer.”
As the digital landscape continues to expand, Razer’s initiative will not only support individual growth but also foster a thriving community of innovative creators, making it a significant milestone for the APAC content creation industry.
