THE WEEKLY SCROLL

MINECRAFT IS PUTTING CREATORS ON PAYROLL (SORT OF)

Minecraft launched its first affiliate program this week, allowing creators to earn commission when players purchase eligible Marketplace content through their links.

The move feels like a natural next step for a platform that has spent more than a decade growing alongside creators. Few games have benefited from user-generated content quite like Minecraft, where YouTubers, streamers and community builders have played a major role in keeping the game culturally relevant across generations.

Lately we have seen a trend in where platforms are moving beyond one-off creator partnerships and toward longer-term participation models. Affiliate programs, ambassador networks and revenue-sharing structures all point in a similar direction: creators aren’t just helping market products anymore, they’re becoming part of the whole ecosystem.

UNILEVER BUILDS A WORLD CUP CONTENT MACHINE

With the FIFA World Cup kicking off next week, Unilever is launching “The Locker Room”, a 24/7 content hub where football experts, creators and cultural commentators will work together to react to matches, fan conversations and internet moments in real time throughout the tournament.

More than 35 Unilever brands will be involved, supported by creators across sport, beauty, lifestyle and fashion. The company is also opening physical creator hubs in host cities, giving influencers dedicated spaces to film content, collaborate and capture moments from the event.

Rather than building around a handful of campaign moments, Unilever is preparing for a month of content. And with a tournament that generates endless highlights, reactions, memes and commentary, there will be plenty to work with.

NETFLIX WANTS IN ON THE WORLD CUP TOO

Netflix is joining the World Cup conversation with the launch of FIFA World Cup: Launch Edition, a new game arriving on Netflix Games on June 11.

In it, users can play on their TVs using their phones as controllers, where they can play as participating national teams, players and travel to each of the 16 World Cup arenas.

Netflix has been steadily expanding its gaming offering over the last few years, though many subscribers still probably couldn’t name a single game available on the platform.

The World Cup could change that. Few events get this much global attention, and tying a launch to the tournament gives Netflix an opportunity to put its gaming ambitions in front of a much larger audience.

TIKTOK IS BETTING ON MICRO-DRAMAS

TikTok has partnered with Sundance Institute on a four-week online course teaching aspiring writers how to write and develop short-form scripted series designed for the platform.

Micro-dramas have become one of the fastest-growing storytelling formats on social media, attracting dedicated audiences and spawning entire creator ecosystems built around episodic content.

The format also happens to sit at the intersection of two things social platforms love: bingeable content and strong retention.

MELISSAAA, I’M DRUNK AND OUTSIDE HA TIKTOK IN A CHOKEHOLD

Turning text messages into AI-generated songs remains one of the internet’s favourite trends, and right now “Melissaaaaa, I’m drunk and outside” is absolutely everywhere.

It’s currently soundtracking everything from rooftop drinks to beach days and late-night walks home.

Summer 2026 may already have found its anthem.

The common thread running through many of these stories is participation. Minecraft wants creators selling. Unilever wants creators reacting. TikTok wants creators writing.

The internet, on the other hand, seems perfectly happy singing about being drunk and outside.

See you on next week’s scroll.