What Lurkit does

Lurkit AB, founded in 2015 and headquartered in Linköping, Sweden, operates a unified creator marketing platform purpose-built for the video gaming industry. The platform connects 100k+ verified content creators (streamers, YouTubers, TikTok creators) with 900+ game publishers, studios, and indie developers, providing tools for creator discovery, paid and unpaid campaign management, key distribution, mission-based gamification, and cross-platform performance analytics. Core product modules include Marketing Insights, Creator Programs, Missions & Rewards, Key Campaigns, Quests™ (paid performance-based sponsorships), a Creator CRM, and Results & Reporting. Lurkit aggregates data across Twitch, YouTube, YouTube Shorts, and TikTok, integrated with IGDB for game metadata and Stripe/Tipalti for payment processing.

The platform employs a multi-channel go-to-market combining product-led growth (freemium tier with 'Get Started' self-serve onboarding), enterprise field sales ('Contact Sales' / 'Book a Demo' for publishers), and distribution partnerships — notably a Nov 2025 integration into the Streamlabs App Store exposing Lurkit to 3 million users. Customer monetization is layered: a free tier drives adoption among indie studios and small creators, a paid subscription (monthly or annual, pricing not publicly disclosed) unlocks unlimited key campaigns, extended analytics history, multi-user access, and advanced campaign functionality, while Quests™ generates transaction-based revenue and an Assisted Services offering positions Lurkit as a managed agency extension for larger publishers.

Lurkit has raised approximately $3.4 million cumulatively across a 2020 round ($678,607, Almi Invest) and a 2022 seed ($2.7M, Behold Ventures and VOID Interactive). The company employs around 22 people across Linköping and Stockholm, serves marquee gaming customers including Bethesda, Tencent, Microsoft (Sea of Thieves), Wargaming, Bohemia Interactive, THQ Nordic, Nexon, and NetEase, and is led by CEO Sam Niskanen.

Name

Lurkit

Legal name

Lurkit AB

Website

https://lurkit.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Lurkit is a Sweden-based creator marketing platform for the video gaming industry, connecting 900+ game publishers and studios with 100k+ verified streamers and content creators for paid campaigns, key distribution, and cross-platform performance analytics.

Ownership category

akta.pro rank

Product category

Gaming Creator Marketing Platform

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Campaign Management & Workflow Software (Briefing/Approvals) (MPACAGAE)

akta.pro secondary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

Keywords

• Gaming creator marketing
• Influencer marketing platform
• Game key distribution
• Creator campaign management
• Gaming content analytics

Headquarters

HQ city

Linköping

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Subscription SaaS (Premium Tier): Paid subscription version available annually or monthly with advanced features. The paid version presents ongoing content from the last seven days or custom periods, unlimited game keys for campaigns, enhanced campaign functionality including media-kit and extended key distribution to specific content creators. Enables up to three users per account with option to add more.
2. Freemium (Basic Tier): Free tier providing limited functionality including content from the last three days and one active Key Campaign. Enables one user per account. Serves as lead generation for paid upgrades.
3. Paid Quests/Performance Campaigns: Performance-based paid creator campaigns where companies pay creators upon successful completion of content requirements. Lurkit takes a platform fee or acts as intermediary for payments. Includes assisted service option where Lurkit manages entire campaigns.
4. Assisted/Full-Service Campaigns: Extended service where Lurkit acts as agency extension of marketing team, securing creators from talent agencies at reduced rates and managing full campaign execution from outreach to performance tracking.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Lurkit operates an integrated creator marketing SaaS platform purpose-built for the gaming industry, connecting game publishers, studios, and indie developers with 100k+ verified content creators (streamers, YouTubers, TikTokers). Its core offerings span free game key distribution (Key Campaigns), performance-based paid creator sponsorships (Quests™), long-term creator community management (Creator Programs with Missions & Rewards), cross-platform analytics (Marketing Insights), and a Creator CRM. Lurkit also offers an Assisted Services tier where its team runs full creator campaigns end-to-end as an agency extension for publishers.

Product overview

Lurkit is a unified creator marketing platform for the gaming industry, connecting game developers, publishers, and brands with content creators (streamers, YouTubers, TikTok creators) through a suite of integrated modules. The platform is built around three core activation types — Key Campaigns (free game key distribution for organic coverage), Quests™ (paid performance-based sponsorships), and Creator Programs (managed long-term creator communities with missions and rewards) — supplemented by Marketing Insights (analytics and creator discovery), a Creator CRM (relationship management), and Assisted Services (full-service agency support). The platform tracks content across Twitch, YouTube, YouTube Shorts, and TikTok, providing real-time performance data and automated content review. Lurkit offers a Freemium tier with limited access and a paid SaaS subscription with expanded functionality.

Differentiator

Problem solved

Functional benefit

Products and services

• Marketing Insights Real-time data and analytics platform providing insights on social media performance, campaign results, creator metrics, and competitor benchmarking across Twitch, YouTube, YouTube Shorts, and TikTok. Used by game companies to plan and measure creator campaigns.
• Creator Programs Platform module enabling game companies to build and manage long-term creator communities with customizable landing pages, automated onboarding, mission/reward systems, tiered access, and community management tools. Targets publishers and studios seeking sustained creator relationships.
• Missions & Rewards Engagement system allowing companies to define KPI-driven missions (views, hours watched, clicks) and offer rewards such as game codes, in-game items, merchandise, and cash payments upon completion. Includes automated content review and reward fulfillment.
• Key Campaigns Game key distribution platform enabling companies to distribute thousands of game keys to targeted creators for review, giveaways, and organic coverage. Includes code management, waitlist handling, and automated submission tracking.
• Quests™ (Paid Campaigns) Performance-based paid creator campaign platform where companies post quests with specific deliverables and budgets, creators bid or counteroffer, and payments are released upon successful content completion and approval. Lurkit handles contracts, payment negotiations, and talent coordination.
• Assisted Services Full-service agency offering where Lurkit's team manages entire campaigns end-to-end, including creator outreach, securing talent from agencies at reduced rates, and performance tracking. Targets publishers and studios requiring hands-on execution.
• Creator CRM Creator relationship management tool for segmenting, tiering, and managing creator relationships across campaigns. Includes creator lists, contact management, global notes, and bulk action capabilities for team collaboration.
• Results & Reporting Centralized reporting dashboard tracking all activations (Keys, Quests, Missions, Creator Programs) with metrics including enrollments, completions, views gained, stream hours watched, clicks, and creator demographics.

Quantifiable outcome

• Doubled viewership for Bohemia Interactive's DayZ Frostline DLC
• +2 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability7 records

Feature6 records

Partnerships

One partnership is on record.

• StreamlabscoreTechnology or Integration · 18 November 2025Lurkit has partnered with Streamlabs to integrate its creator marketplace into Streamlabs' App Store, providing Streamlabs' three million users with direct access to active game campaigns. This partnership aims to simplify collaboration between creators, developers, and publishers in the games industry, potentially reshaping creator sponsorships. The integration expands access to over 1,000 active campaigns for Streamlabs users.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• NoxInfluencer (GameInfluencer): NoxInfluencer focuses on YouTube and gaming creator analytics with a discovery and matchmaking marketplace for games. It overlaps with Lurkit's creator-discovery and campaign workflows, particularly for mobile and Asia-Pacific gaming markets.

Broad incumbents

• Tubular Labs: Tubular Labs is a video-content intelligence platform providing cross-platform audience and creator analytics. It overlaps with Lurkit's Marketing Insights and cross-platform tracking capabilities, with broader scope across video creators beyond gaming.
• Klear: Klear (now part of Meltwater) is an influencer marketing platform offering discovery, analytics, and campaign management across verticals. It competes with Lurkit's campaign and analytics modules at a broader, less gaming-specialized level.
• HypeAuditor: HypeAuditor provides creator analytics, fraud detection, and audience verification across major social platforms. It overlaps with Lurkit's creator verification and analytics but operates as a horizontal analytics layer rather than a full campaign platform.

Direct peers

• Upfluence: Upfluence is an influencer marketing platform offering creator discovery, campaign management, and e-commerce integrations. It serves as a horizontal competitor with overlapping SaaS capabilities, though less gaming-specialized than Lurkit.
• CreatorIQ: CreatorIQ is an enterprise-grade creator marketing cloud serving global brands and agencies. While broader than gaming, its workflow software, CRM, and analytics modules directly overlap with Lurkit's enterprise offering.
• Aspire: Aspire (formerly AspireIQ) is an enterprise creator marketing platform serving brands across verticals including gaming. It provides influencer discovery, relationship management, and campaign workflows comparable to Lurkit's Creator CRM and campaign modules.
• Stream Hatchet: Stream Hatchet is a gaming-specific live-streaming analytics platform that tracks Twitch, YouTube, and other platforms. It competes directly with Lurkit's Marketing Insights module for gaming-creator analytics and benchmarking.
• Gamesight: Gamesight provides marketing attribution and analytics for video games, including influencer and creator campaign measurement. It overlaps with Lurkit's analytics and creator-campaign performance tracking, with a focus on game launch attribution.
• Grin: Grin is a leading creator marketing platform with a strong vertical focus on gaming and consumer brands. It offers comparable SaaS capabilities for influencer discovery, campaign management, and content tracking, making it Lurkit's closest direct competitor in gaming creator marketing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/lurkitcom
• YouTubeyoutube.com/channel/UCV6Oq5ICcIB2QoCT_EgSlIw
• LinkedInlinkedin.com/company/lurkit

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lurkit