Launched in late April, Linden Lab’s Creator Partnership Program is one of the most ambitious bids by the company to grow Second Life in recent history. As part of my special Patreon report on the state of the Second Life economy, I talked to the program's founders, Marketing VP Brett Linden and Steeltoe Linden (Manager of Product & UX Design), for their advice on the kind partnerships they are looking for, and the best practices creators should follow, when creating a submission.
When we talked in June, Linden Lab had received nearly 500(!) submissions. So here's some of Brett's advice on getting your proposal the best chance possible for a green light:
We’ve seen an impressive range of submissions. There are a few areas where we’d love to see even more:
Mobile-First Experiences: As we expand our mobile access, we’re particularly interested in new-user optimized experiences that are tailored for newly-registered mobile users who are unfamiliar with Second Life. This includes intuitive, performance-optimized mobile-compatible experiences that we can spotlight or drive traffic to as we onboard new mobile-first users. T
The mobile app has been very popular with both existing and new users. We’re working to make the mobile experience more newbie-friendly, so we are especially interested in content and experiences that work well on mobile and are tailored for new users arriving through the mobile app. We would spotlight some of these to specifically drive new users to sign up for SL.
Diverse Welcome Packs: There’s room for more niche and nonhuman avatar content, as well as themed packs tied to real-life interest communities (e.g. wellness, sci-fi, fantasy, roleplay, pets, etc.).
Community Activation Tools: Proposals that focus on how creators can help build sticky community rituals or social spaces for new users (especially around onboarding, discovery, or creator mentorship) are especially valuable.
Fresh Take on Community Perks: We're also open to content that enhances premium membership perks, Mobile Daily Rewards, or unique seasonal giveaways.
Best Practices for Impactful Submissions
Given the volume of interest, the strongest proposals tend to stand out because they:
Are Specific and Solution-Oriented: Clear articulation of what the creator is proposing, how it works, and how it would be delivered (e.g., timeline, assets, experience flow, integration ideas).
Show Strategic Alignment: Proposals that tie directly to Second Life’s current goals—like improving onboarding, increasing user retention, or engaging specific communities—are more likely to move quickly.
Focus on Mutual Benefit: The best pitches show an understanding of what makes a partnership sustainable—those that offer high impact with reasonable lift in terms of cost, development, or support. The fewer technical and financial dependencies, the better.
Include Visuals or Examples: Submissions with supporting images, links, or even prototypes help us quickly grasp the vision and potential.
Final Note to Creators
While we can’t greenlight every proposal right away, we want creators to know we’re reading everything and thoughtfully evaluating how each pitch might align with current or future priorities. Some proposals may not be an immediate fit, but we’re keeping them in mind as our roadmap evolves.
Our ask to the community: please be patient with us—we’re actively working to match the right ideas with the right moments. The Creator Partnership Program is a key part of our 2025 initiatives, and we’re committed to building deeper, more meaningful collaborations with our community.
Much more here, and go here to submit a proposal. One idea that immediately jumps out at me: Work with Charlotte Bartlett on proposing a HUD that captures many of her ideas for the first-time user experience. And be sure to include wire frames and mock-ups!
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Wagner James Au / New World Notes 
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