User-Generated Content refers to any content created by players, ranging from gameplay videos, reviews, mods, skins, and live streams to discussions on social media. UGC isn’t just an extension of the game experience—it’s a powerful marketing tool that turns everyday gamers into influencers who shape how others perceive and engage with a game.
How UGC Fuels Influencer Marketing in Gaming
Authenticity and Trust: UGC offers a level of authenticity that traditional advertising often lacks. When gamers share their experiences, opinions, and custom content, it feels more genuine. Influencers leveraging UGC, like sharing mods they enjoy or fan-made levels, build trust with their followers.
Amplifying Reach: Influencers using UGC often have massive followings. When they create or share UGC, they introduce games to broader audiences. For example, when popular streamers showcase fan-made mods or skins, they boost the visibility and credibility of those games.
Engaging Content Creation: UGC provides a steady stream of fresh content that influencers can use to keep their followers engaged. Custom levels, challenges, or skins become talking points, allowing influencers to showcase unique aspects of a game, keeping their audience interested and engaged.
Example: The game “Fortnite” encourages influencers to use its “Creative Mode” to design custom maps, which are then shared with their followers. This creates a cycle of engagement where influencers drive more players to explore the game.
Building a Community Around Content: UGC fosters collaboration between influencers and their followers. Influencers often involve their communities in creating or testing UGC, creating a sense of belonging and ownership. This two-way interaction strengthens both the gaming community and the influencer’s brand.
How Brands Can Leverage UGC in Influencer Marketing
Encourage Influencer Participation: Brands should actively involve influencers in UGC campaigns, such as asking them to create custom content, host challenges, or highlight fan creations. This boosts engagement and generates excitement around a game.
Feature Influencer-Generated Content: Sharing UGC from influencers on official game channels, websites, or social media validates their efforts and inspires others to get involved.
Collaborate with Influencers to Promote UGC Events: Organizing UGC contests or events with influencer participation helps generate buzz. For example, inviting influencers to judge or participate in a custom map-making contest can drive more attention to the game.
Our GameInfluencer team has grown to become the address for influencer marketing experts in the gaming industry. If you are unsure of finding the best fit for your campaign, make sure to fill out our campaign quote.
