This strikes me as an excellent recruitment pattern:
1. Make your product moddable/programmable/expandable
2. Let the enthusiasts go nuts producing amateur content/extensions/plugins
3. Hire the best of them
Candidates are qualified by their demonstrable experience, come with a built-in knowledge of your codebase/API, and the job interview can focus on the human aspects of employment rather than doing the usual extremely poor job of assessing technical skills.