Why video game marketers should leverage User-Generated Content
User-Generated Content (UGC) has always played a significant role in video games. From the early days of gaming, users have created new content for their favorite games. MODs, short for “modifications” of games, have even sparked new blockbuster titles like League of Legends and PUBG.
For some games like the ones from Sony’s Media Molecule Studio (Little Big Planet, Dreams) or Nintendo’s Super Mario Maker franchise, UGC is the quintessence of the gameplay.
The most prominent UGC based game is undoubtably Minecraft, which has sold over 200 million copies to date. This makes it the top-selling video game in the world, 11 years after it was first published. The Minecraft-community consists of millions of players who create their fantastic worlds inside the game. Many Minecraft users share their content on the web via YouTube or social media, which in return, creates even more millions of engaged Minecraft users.
Not every game has a UGC opportunity built-in, but this should not prevent game marketers from tapping into UGC as a marketing tool. No matter the game, community driven marketing should be an essential part of every campaign. Leveraging user-generated content as part of community-based marketing should be taken for granted.
Nowadays, there are numerous platforms that allow exactly this. From core gaming audiences on Reddit or Discord to a more casual crowd on Instagram or TikTok, the benefits of UGC as a marketing vehicle are apparent.
Speaking of Reddit, can you believe that the social sharing website has been around for over 15 years? They celebrated their communities with a video that features the fun and crazy UGC that invigorates the platform.
User-generated content is surely the most authentic, trustworthy, and reliable form of content across digital mediums. As a marketing tool it is cost-effective, especially considering that the cost for paid digital advertising continues to rise while the reach is shrinking.
For a successful marketing campaign in 2020, the focus needs to be on the consumer. Content created by consumers enables companies to engage and share the narratives through the voices of your most passionate brand advocates.
As a result, brands can earn their consumers’ trust while personalizing the marketing directly to their interests. This level of authenticity drives higher engagement and ultimately leads to increased sales.