What Keymailer does

Keymailer operates a two-sided marketplace that connects game publishers and developers with content creators for the purpose of distributing pre-release game keys and tracking resulting coverage. The platform serves approximately 55,000 opted-in gaming creators with a combined 2.4 billion audience reach, alongside 2,400 press outlets and roughly 20,000 publisher/developer organizations. On the supply side, the platform ingests around 200 new game titles per month and integrates natively with Steam, Twitch, YouTube, Facebook Gaming, and TikTok (plus 30+ storefronts for key distribution) to automate content tracking, creator accreditation, and campaign analytics. The proprietary stack includes a Content Tracking System that links creator streams and videos to publisher campaigns via game tags and Twitch categories, a Creator Accreditation System that verifies influencer quality, and a link-shortening/click attribution tool (Game.Page).

Revenue is generated primarily on the publisher side via subscription tiers, paid promotional ads (claimed 50–3500x lift in creator requests), influencer outreach features, and branded creator programs; creators access the platform for free. In 2025 the publisher-facing portal was rebranded to Partnier, consolidating community management, playtesting (Playtester.Net), press relations (Game.Press), paid influencer services (JustInfluencers), virtual events (Nova Game Expo), campaign management (Game.Management), and gifting (GiftingBot) into a single dashboard. GTM combines product-led growth on the creator side with a sales-assisted motion for publishers, supported by five full-time account managers and a dedicated indie-developer pricing tier. The company is privately held and registered in England as Keymailer Ltd.

Name

Keymailer

Legal name

Keymailer Ltd

Website

https://keymailer.co

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Keymailer operates a two-sided marketplace connecting game publishers with 55,000+ content creators for pre-release key distribution and automated coverage tracking, serving enterprise game studios, indie developers, and gaming press with a subscription-based publisher portal (now branded Partnier).

Ownership category

akta.pro rank

Product category

Gaming Influencer Marketing Platform

NAICS

Advertising, Public Relations, and Related Services (5418)

akta.pro primary industry

Creator & Streamer Platforms (Live & VOD for Game Content) (MPAFAEAA)

akta.pro secondary industry

Game Key Resellers & Code Marketplaces (MPAFACAH)

Keywords

• Game influencer marketing
• Game key distribution
• Content creator platform
• Publisher campaign management
• Gaming press outreach

Headquarters

HQ city

Bath

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Publisher Subscriptions: Publishers pay for subscriptions that provide access to the creator network, campaign management tools, and enhanced visibility. Includes free tier with basic features and paid tiers with expanded capabilities.
2. Advertising & Promoted Campaigns: Publishers can purchase ads to achieve higher visibility, with claims of 50-2500x more requests for promoted games. Ads provide 30 days of unlimited requests.
3. Influencer Outreach: Value-added feature allowing publishers to filter and directly reach out to creators likely to be interested in their games. Purchased separately from dashboard.
4. Creator Programs: Publisher-branded creator programs hosted on platform, enabling long-term content creation incentives for specific games.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Keymailer operates a two-sided marketplace that connects game publishers and developers with content creators (streamers, YouTubers, TikTokers) and gaming press for the purpose of distributing pre-release game keys, running influencer marketing campaigns, and tracking content coverage across YouTube, Twitch, Facebook Gaming, and TikTok. The platform is free for creators to discover games and request keys, while publishers pay subscriptions for campaign management, promoted visibility, influencer outreach, and analytics tools.

Product overview

Keymailer operates as a dual-sided platform ecosystem. The core Keymailer platform connects game publishers and developers with over 55,000 content creators for influencer marketing and game key distribution. The rebranded Partnier platform serves as the unified publisher dashboard, integrating sub-brands including Game.Press (press outreach to 2,400+ outlets), JustInfluencers (paid content campaigns), Playtester.Net (775,000+ playtesters), Nova Game Expo (virtual events), Game.Management (campaign tracking), GiftingBot (community giveaways), Partners.Page (creator loyalty), and PressPortals (media distribution). The ecosystem also includes Game.Press as a dedicated press and media portal.

Differentiator

Problem solved

Functional benefit

Brands

• Partnier: Rebranded publisher portal that consolidates publisher solutions including community engagement, playtesting, influencer marketing, press coverage, sponsored content, events, and advertising campaign management.
• Game.Press
• Game.Management
• Playtester.Net
• GiftingBot

Products and services

• Keymailer Core two-sided platform enabling game publishers and developers to list games, send review keys, and automatically track content coverage across YouTube, Twitch, Facebook Gaming, and TikTok. Free for creators; subscription-based for publishers.
• Partnier Unified publisher dashboard consolidating game marketing solutions including community engagement, playtesting, influencer outreach, press relations, sponsored content, events, and advertising campaign management.
• Game.Press Dedicated press and media portal providing publishers with access to 2,400+ accredited gaming news organizations, blogs, and podcasts to distribute press releases and game information.
• JustInfluencers Paid influencer content service enabling publishers to engage influencers for dares, challenges, esports events, integrations, and collaborations with their games.
• Playtester.Net Organic playtesting solution providing access to 775,000+ creators and testers, ready-made playtests, and a test management portal for game developers.
• Nova Game Expo Virtual gaming events platform for hosting and managing online game showcases and expo events.
• Game.Management Campaign management dashboard for publishers to track key distribution, coverage metrics, creator engagement, and campaign analytics with export capabilities.
• GiftingBot Community engagement tool enabling publishers to distribute giveaways, event tickets, and in-game items to creator audiences through secure, compliant giveaway mechanisms.
• Partners.Page

Quantifiable outcome

• 50-2500x more game requests with promoted campaigns
• +2 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability4 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and supporting.

• PartniercoreStrategic or Co-development Partner · 1 August 2025Publisher portal has been rebranded to Partnier.com, bringing together community, playtesting, influencers, press, sponsored content, events, and advertising campaigns in one dashboard. Keymailer now operates as a product under the Partnier umbrella.
• MundfishcoreStrategic or Co-development Partner · 1 January 2025Mundfish runs a dedicated creator program on Keymailer, incentivizing long-term content creation for their games. The program rewards creators who commit to ongoing coverage of Mundfish titles.
• IO InteractivecoreStrategic or Co-development Partner · 1 January 2025IO Interactive operates a creator program on Keymailer, encouraging sustained content creation for their game franchises through the platform's program features.
• Stunlock StudioscoreStrategic or Co-development Partner · 1 January 2025Stunlock Studios runs a creator program for V rising on Keymailer, offering incentives for creators to produce long-term content around their games.
• PlaySide StudioscoreStrategic or Co-development Partner · 1 January 2025PlaySide Studios operates the Mouse P.I. for Hire creator program on Keymailer, rewarding creators for content featuring their game.
• SteamcoreTechnology or Integration · 1 January 2025Keymailer integrates with Steam for game key distribution and content tracking. Steam profile linking is required for full platform functionality.
• TwitchcoreTechnology or Integration · 1 January 2025Platform automatically tracks content streamed in game-specific Twitch Categories, linking coverage to game keys received by creators.
• YouTubecoreTechnology or Integration · 1 January 2025Keymailer tracks YouTube content using game-specific tags, automatically linking video coverage to publishers' campaigns.
• IGDBsupportingTechnology or Integration · 1 January 2025Internet Game Database used for game metadata and Twitch category setup, enabling accurate game identification and coverage tracking.

Scale indicators6 records

Expansion highlights5 records

Broad incumbents

• CreatorIQ: CreatorIQ is an enterprise-grade influencer marketing platform serving Fortune 500 brands and large agencies with advanced analytics and integrations. It is a broader incumbent that increasingly targets gaming verticals, putting it in competitive overlap with Keymailer for enterprise publisher accounts.
• Klear: Klear is an influencer marketing platform with strong social listening and creator analytics capabilities, serving brands and agencies globally. While less gaming-specialized than Keymailer, it competes for the same publisher marketing budgets via creator discovery and campaign measurement.

Direct peers

• Grin: Grin is a creator management platform purpose-built for influencer marketing, with a strong footprint in gaming alongside lifestyle and consumer brands. It competes directly with Keymailer for gaming-publisher influencer budgets, offering similar relationship management, content tracking, and affiliate/paid campaign tooling.
• Upfluence: Upfluence provides an influencer marketing platform with creator discovery, outreach automation, and campaign analytics across multiple verticals including gaming. Its self-serve and agency-friendly model mirrors Keymailer's two-sided marketplace approach.
• Aspire (formerly AspireIQ): Aspire is an end-to-end influencer marketing platform serving consumer and gaming brands with creator discovery, campaign management, and ROI tracking. It overlaps with Keymailer on the publisher-facing campaign workflow and creator outreach.
• Games Press: Games Press is a press release distribution and media contact service for the video games industry, serving publishers and journalists worldwide. It is directly comparable to Keymailer's Game.Press sub-brand for the press-relations workflow.

Regional players

• itch.io: itch.io is an open marketplace for indie games, often used for playtesting, demos, and early distribution. It overlaps with Keymailer's indie developer use case and Playtester.Net sub-brand for indie-discovery and feedback workflows.
• Fanatical: Fanatical is a UK-based digital game key marketplace selling bundles and individual game keys. Like Green Man Gaming, it is adjacent rather than directly competitive, but both operate in the game-key distribution ecosystem Keymailer plugs into.
• Humble Bundle: Humble Bundle is a digital game and content storefront known for charity-tied bundles and a direct-to-consumer game distribution model. It is comparable to Keymailer on the key-distribution adjacency and overlaps in serving indie developers.
• Green Man Gaming: Green Man Gaming is a global digital game key retailer and storefront. While not a direct influencer-marketing competitor, it is comparable on the game-key distribution side and represents an adjacent channel for publisher-creator key delivery.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Keymailer
• Facebookfacebook.com/keymailer
• LinkedInlinkedin.com/company/keymailer-ltd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Keymailer