I think this business model is likely suitable only for a few types of games:
Games with a repetitive gameplay loop. Multiplayer or single player, but something where you want to start another run/match/game when you finish.
And sandbox games where there’s no limit to the gameplay.
But for games it’s suitable for, the free marketing you get from content creators is the best publicity you could hope for, and a great way to stand out in an increasingly overcrowded and competitive market.