The first ‘Minecraft’ affiliate marketing program will add new dimensions to the sandbox game’s economy

If everything goes according to plan, Minecraft players are about to make more money than they’ve ever earned before — and brands will profit right alongside their partners. Those earnings will be powered by the sandbox game’s new affiliate marketing program, which utilizes tools provided by impact.com.

Impact.com’s Performance and Creator solutions will power the new program, which will make it easier for Minecraft players to monetize their followings. By adding custom links to their content, creators will be able to earn while moving up an engagement dashboard that highlights the game’s most influential players.

“Minecraft has one of the most passionate creator communities in the world, and this program gives those creators a way to turn their influence into real business results,” said impact.com CEO David A. Yovanno in a statement. “With impact.com’s Creator and Performance solutions running together, Minecraft can build a global partnership ecosystem that pays creators for real outcomes without compromising the authenticity that makes this community what it is.”

For years, Minecraft — which has gotten more than one trillion views online — was the most visible and popular game on the internet. Owner Microsoft mostly took a laissez-faire approach to the sandbox title it acquired for $2.5 billion

in 2014. Rather than meddling with its golden goose, Microsoft sat back and watched as creators like CaptainSparklez, Aphmau, and Technoblade inspired millions of players.

Roblox‘s arrival on the gaming creator scene changed everything. The 20-year-old sandbox has surpassed Minecraft in terms of daily players, and it has become a marketing powerhouse, too. Creators and brands have both capitalized on the popularity of Roblox experiences, and the ongoing consolidation in that space is making new campaigns more efficient and profitable than previous ones.

Minecraft started leveling up its own marketing ecosystem earlier this year, when it joined a Twitch-led “Tiny Takeover” that encouraged the platform’s affiliate-level partners to profit from their gameplay. Now, with an assist from impact.com, Minecraft is establishing a program that will make it easier for brands to buy into the game’s blocky worlds.

Even though it’s now more than 17 years old, Minecraft still has room to grow and develop a more sophisticated creator economy. The new affiliate program is a big step in the right direction, and it will allow creator-led experiences to shine as bright as a diamond pickax.