Originally published February 7, 2023 , updated on July 11, 2024

Today, it will be challenging for you to go a day without interacting with User-Generated Content (UGC). UGC is particularly present in the social media sites you browse, the product reviews you read, the YouTube videos you watch, and even the video games you play. Yes, you read that right. UGC forms a crucial part of the US $202.7 bn gaming industry. 

So, curious to know how the 3.03 bn user base forms an essential part of the gaming industry? Let’s launch right in.

User-Generated Content in the Gaming Industry

Firstly, let’s understand UGC in gaming. UGC comprises any gaming content writing, images, video, audio, code, or 3D content created and published by users instead of the company. It is present on social media, forums, communities, and blogs. In the gaming world, UGC is prevalent inside and outside the game.

UGC Outside the Game

Firstly, UGC outside comprises blog content writing for games, forum feedback, tips, reviews, memes, tutorials, gaming information, video streaming plays, reviews, chats, forums, and fan fiction (stories written by fans about the game’s characters).

UGC Within the Game

On the other hand, UGC within the game refers to any changes made to the design and play experience. Characters, play objects, play levels, rules, and also play mechanics all have the capability to undergo user modifications. These modifications are present in games like Minecraft, Fortnite, The Sims, and Halo.

Three forms of in-game UGC exist:

• Mods: Where users make custom modifications to the design and mechanics of the existing version
• Machinima: Using existing gameplay to create documentary or cinematic videos
• Game Creation Systems: Developing and creating new gameplay on studio-provided software
  

All the players need to perform the above is an authorised copy of the original version.

Now that you’re familiar with the ‘What’ of UGC in gaming, let’s look at ‘Why?’. Why do studio developers allow creators to change their versions? Why do creators even produce multimedia within communities? 

What’s in It for Developers?

The Total Addressable Market for UGC localisation in player support, specifically in 2020, was between US $100 and $180 million, states Nimzi. Developers also encourage UGC as it builds creativity, community, and engagement. Here’s how:

1. Increases Engagement

In gaming, whether by content writing, video live streaming, or modifying games, user-created media increases players’ interaction. It encourages players to spend more time with the game, allowing them to explore different aspects of it. Increased engagement can lead to increased player retention and loyalty.

2. Generates New Media  

Memes, tutorials, live chats, live streams, and, similarly, content writing for games provide new and unique experiences for players to enjoy. Modifications (mods) keep the game fresh and exciting with these new perspectives. Mods allow players to enjoy playing even after completing the developer’s version. For The Sims, for example, Maxis made 5,000 costumes, while UGC made 40,000. 

3. Builds Community 

Communities like Reddit, Discord, Twitch, GameFAQs​, IGN, and also YouTube allow players to connect. These communities and forums encourage players to share creations. These creations include tips, streams, tutorials, reviews, and blog content writing for games. It can undoubtedly foster belonging and create strong connections between players and the game. 

4. Increases Replay Value

Today’s online users indeed expect more immersive experiences which can keep them entertained. UGC, through mods, provides that. Mod creators present new challenges and experiences in the game. These new challenges improve the experience and increase the replay value. Content writing for games, updates, and live chats helps spread the news about mods so the community can try them.

5. Greater Audience Size

When players are partaking in mods or online communities, they feel inclined to invite their friends. Players in mods or online communities often enjoy participating with friends. These players then invite their friends, which quickly helps to grow the audience size.

What’s in It for Players and Creators?

Common reasons why players engage in communities and mods include:

• An interest in the topic
• The joy of playing with modified features
• Increased social interaction with other players
• Recognition from the company or studio
• An accessible platform for mods (with certain studios)
• Rewards (monetary or non-monetary)
• Paid royalties if the mod becomes an official part of the studio’s version
• Recruitment opportunities as contractors or employees for studios

Now that we’ve understood the ‘Why,’ it’s time to look at ‘How.’ How can you and your company encourage players to keep creating multimedia for your brand? 

Make the Most of Content Writing for Games to Encourage UGC Creation

So how do you let your community know you want them to engage with you? The answer is simple: through communication. A researched, well-crafted, and correctly placed gaming content writing strategy can particularly work wonders for you. Here’s how to go about it:

Build a Social Community

Try to build communities on Discord, Reddit, Twitch, Twitter, Telegram, Quora, Medium, Instagram, and also YouTube. Here, you can surely provide players with news about the latest updates through gaming content writing. Developer blogs, first-looks, industry updates, and interactive copy keep the community engaged. As a result, game content writers engage communities by personalising the copy according to the platform. 

Set Clear Community Guidelines

The community wants to know if your game encourages user creation. Community moderation guidelines provide this information. Professional gaming content writing helps create guidelines with well-defined terms and a correct tone. Crisp, easy-to-understand guidelines encourage content creation while setting essential boundaries. So make sure to inform the community if you’re providing Software Development Kits for mods through these guidelines.

Host Competitions

In the gaming industry, you can run wild with competition ideas. From fan art to cosplay to weapon design, there are obviously plenty of ways to engage your community. With the help of video game content writers, you can indeed amplify user multimedia online. Mention the competition details, prizes, and perks (like in-game benefits) to increase participation. SEO copy, community posts, and, similarly, influencer marketing, can attract a wider audience.

Acknowledge Creators

You might concurrently have a community of game content writers, videographers, or vloggers. Tap into their game-centric videos, copy, memes, audio, and tweets. Acknowledge them on your website, social media, or official forum page. Praise them and amplify the message. Employing this form of gaming content writing eventually works threefold:

• It makes the user’s multimedia the story’s hero
• The content focuses on the game
• It encourages other players to create more

How Can We Help with Gaming Content Writing?

With the power of copy, you can surely solidify brand messaging, appeal to players, and encourage multimedia generation. Our gaming content writing team understands the industry and will create copy, blogs, and guides that talk to players. Contact Goodman Lantern today to take your and your users’ experience to the next level.

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