Beth Wain
The Path
Beth Wain is Operations Lead at The Path, a games marketing agency focused on creator marketing and community-led growth. Working in the creator space since 2016, including at Twitch, she has supported publishers, developers and brands in building campaigns that prioritise trust, authenticity and creativity. With over 15 years in games, she brings a practical, grounded perspective to how creators fit into the modern marketing mix.
Beth Wain is speaking at the following session/s
The Creator Marketing Gut Check
Influencer marketing remains a hotly debated topic within the games industry. For some developers, it has driven discovery, wishlists and momentum. For others, it has been expensive, disappointing, or actively damaging to trust.
This session draws directly from real developer conversations and industry discussions, including common concerns such as creators overshadowing the game, sponsored content feeling inauthentic, or campaigns failing to convert into meaningful results. Rather than dismissing this scepticism, the talk examines why creator marketing can feel like it “doesn’t work” and what’s different when it’s approached with purpose.
The session breaks down why creator campaigns can sometimes feel ineffective, and when they can genuinely add value, helping teams assess the pros and cons before investing time or budget. It explores how creator marketing differs from traditional advertising, why disclosure and creative control matter, and why success should not be measured purely in short term sales.
Designed for developers and small teams, this talk aims to provide clarity rather than advocacy. Attendees will leave better equipped to evaluate whether creator marketing is the right choice for their game, and how to approach it without wasting budget or trust.
Session Takeaway
The common dilemmas in creator campaigns and how to navigate them.
A framework for deciding whether creator marketing is worth pursuing for your game.
How to work with creators in ways that respect audiences, budgets, and long-term trust.
Session speakers
