Gaming has become a dominant digital channel, particularly among Gen Z, 54% of whom engage with games daily. Yet with the growing volume and quality of new releases, breaking through has never been more challenging. Traditional advertising continues to lose its edge as players increasingly seek authenticity over polished promotion.

That’s where user-generated content (UGC) comes in, offering developers a powerful, organic way to build trust, drive engagement, and spark meaningful community interaction.

UGC is rapidly gaining momentum across the industry. New platforms are launching, payout systems are expanding, and major publishers are doubling down on creator-driven ecosystems. For instance, Epic Games now allocates 40% of Fortnite’s net revenue to eligible creators who publish in-game experiences, turning UGC into not just a promotional tool, but a serious revenue stream for developers and creators alike.

In this article, we’ll explore how game studios can leverage UGC to authentically promote their titles, strengthen community bonds, and stand out in a saturated market.

What is UGC?

User-Generated Content (UGC) refers to any content created by players or users, rather than by the game’s official developers or marketing team. In the gaming world, UGC can take many forms, from in-game creations like custom maps and mods to external content like videos, memes, and fan art. What makes UGC so powerful is its authenticity: because it's created by real players, it often feels more genuine and relatable than traditional advertising.

What Are the Types of UGC in Gaming?

There are two main types of UGC in gaming:

1. In-Game UGC

This includes content created and shared within the game itself, using built-in tools or modding platforms. It enhances gameplay, fosters creativity, and extends the life of a game by allowing players to contribute directly to the experience.

Examples include:

• Custom maps and levels (e.g., Fortnite Creative, Halo Forge)
• Mods that introduce new features or mechanics (e.g., Skyrim mods)
• Custom skins, character designs, and in-game assets
• Entire user-built game modes (e.g., Roblox games, Fortnite islands)

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In-Game UGC gives players the tools and freedom to create, share, and engage with personalized content inside their favorite games. Titles like Fortnite, Minecraft, and Roblox have built thriving communities around UGC, driving both player creativity and long-term engagement.

2. Out-of-Game UGC

This refers to content created outside the game environment, typically shared on social media and content platforms. It plays a crucial role in marketing and community engagement by showcasing real player experiences.

Examples include:

• YouTube videos and Twitch live streams
• Memes, fan art, and cosplay
• Gameplay highlights and reaction content
• Music, parody videos, and community storytelling

Games that embrace both forms of UGC have seen immense success in terms of community engagement, content diversity, and player retention. UGC is more than just creative expression, - it’s a key driver of trust, discoverability, and long-term growth for modern games.

Why is UGC Effective for Promoting Video Games?

UGC is one of the most powerful tools for promoting video games today. It goes beyond traditional marketing by transforming players into active creators, deepening engagement, and fostering a strong sense of community.

UGC expands the game experience, increases user retention, and provides a cost-effective way to build long-term visibility. From a marketing standpoint, UGC is a trust signal that helps organically grow a game’s reach. Players don’t create content around games they don’t care about. When someone creates and publishes content, it shows genuine love  and that sentiment is contagious.

Here are the key reasons why UGC is so effective for game promotion:

Authenticity & Trust

UGC is highly effective because it offers authenticity in an ad-saturated environment. Players are more inclined to trust content created by fellow gamers than traditional marketing. According to EnTribe, 82% of consumers are more likely to purchase from brands that incorporate UGC into their marketing.

Unlike ads, user-generated reviews, gameplay videos, and community posts offer a genuine look into the player experience. By showcasing real experiences, UGC builds trust, emotional connection, and social proof which are critical drivers in today’s game discovery landscape.

Loyalty & Community

UGC plays a key role in fostering long-term player loyalty by encouraging deeper engagement and connection. When players can contribute creatively through custom content, mods, or other forms of expression, they develop a stronger emotional investment in the game.

This creative involvement builds active communities where players feel a sense of ownership and belonging. As a result, they are more likely to remain engaged, invite others to join, and continue generating content that keeps the ecosystem thriving.

For developers, UGC also provides valuable feedback and insight, allowing for more responsive updates and a game experience that evolves in step with its community.

Organic Reach & Reduced Marketing Costs

Unlike traditional advertising, UGC grows organically through community enthusiasm rather than large media budgets. As players create and share content, they keep your game top-of-mind with a steady stream of fresh, authentic engagement.

UGC naturally fits the tone and style of platforms like YouTube, TikTok, Twitch, Reddit, and Discord, boosting reach through content that feels native, not promotional. This platform-native appeal increases shareability, discovery, and player-driven conversation.

One of the most fascinating aspects of UGC is how it drives international discovery. Players often learn about new games through creators in other regions, long before a title is officially available in their own country. In some cases, players are so eager to join the conversation that they take extra steps, such as using a VPN, to access a game early and start creating content.

For developers, this means a chance to significantly reduce marketing spend. Rather than relying solely on paid media, UGC delivers trusted, peer-driven recommendations that audiences value more than direct ads.

Strategies to Leverage UGC in Video Game Promotion

Now that we’ve covered the benefits of user-generated content, let’s explore how developers can leverage UGC as a powerful tool in their video game marketing strategy:

1. Support & Encourage UGC Creation

One of the most effective ways to leverage user-generated content is by actively encouraging community participation through the right tools and incentives. When players are empowered to build, customize, and share their creations, they don’t just contribute content, they become more deeply invested in the game itself.

In-game tools like level editors, modding SDKs, and skin creators make UGC creation intuitive and accessible, while out-of-game support, such as gameplay recording features, lore databases, or branding kits, can ignite a wave of community content across platforms like YouTube, TikTok, and Instagram. This kind of infrastructure helps amplify your game's visibility far beyond traditional marketing.

Here are a few proven ways developers can support UGC through tools and infrastructure:

• Offer Built-In Editors: Provide accessible in-game creation tools for building maps, skins, game modes, or levels.
• Support Modding Frameworks: Open up your game to modding by releasing SDKs or offering dedicated modding platforms and guidelines.
• Enable Out-of-Game Sharing: Include features that make it easy to capture and export gameplay, character designs, or in-game moments to social media.
• Provide UGC Toolkits: Offer assets like logos, fonts, music, and branding kits that help players create fan art, videos, and memes that align with your game’s identity.
• Create Developer Documentation: Publish clear, well-organized documentation and tutorials for content creation — this lowers the barrier for newcomers and encourages high-quality submissions.
• Incentivize Participation: Reward high-quality content with in-game items, discounts, early access, or public recognition through official channels.
• Showcase Community Work: Regularly highlight outstanding UGC in-game, on social media, or through official newsletters to show what’s possible and inspire others to participate.

Case Study: Fortnite & The Power OF UGC

Fortnite has become a leading example of how UGC can drive both engagement and growth. Through features like Creative Mode and tools such as the Unreal Editor for Fortnite (UEFN), Epic Games has empowered players to build and share their own experiences, turning Fortnite into a platform, not just a game.

In 2024 alone:

1. The creator community grew from 24,000 to 70,000
2. Published islands doubled to 198,000, with 137,000 made using UEFN
3. Players spent 5.23 billion hours in creator-made experiences, representing 36.5% of total playtime
4. Epic paid out $352 million to creators, up 11% from 2023

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Campaigns like #FortniteCreative have encouraged players to share content across platforms like TikTok and X, generating organic visibility. With strong tools, community incentives, and real monetization, Fortnite has shown how UGC can fuel both community growth and creator sustainability, blurring the lines between player and developer.

2. Gamification of the Content Creation Process

One powerful way to deepen player engagement and expand your game’s visibility is by gamifying the UGC creation process. This means incorporating game mechanics, such as points, leaderboards, timed challenges, and rewards, into content creation events. The goal is to make creating content feel as fun and rewarding as playing the game itself.

By turning UGC into a game-like experience, developers can tap into players’ natural desire for achievement, recognition, and friendly competition. Whether it’s a modding challenge, a skin design contest, or a video creation tournament, adding structured goals and tangible rewards can dramatically increase participation.

Here are a few effective ways to gamify the UGC process:

• Create Tiered Challenges: Offer different levels of difficulty or complexity for content creation, giving beginners and advanced players alike a reason to participate.
• Use Leaderboards or Voting Systems: Let the community vote on submissions, or show rankings to encourage friendly competition.
• Offer Themed Creation Events: Tie challenges to seasonal events, game lore, or upcoming content drops to keep things fresh and relevant.
• Reward Participation and Excellence: Recognize not just the top winners but also notable submissions with in-game rewards, public shoutouts, or early access to upcoming content.
• Close the Loop with Feedback: Highlight how community suggestions or winning entries are implemented in the game, reinforcing that player voices matter.

Case Study: ESO’s Cosplay Contest Brings UGC to Life

The Elder Scrolls Online (ESO) has successfully leveraged gamified UGC by organizing a variety of community-driven contests that reward creativity, celebrate talent, and build engagement. These initiatives turn content creation into a competitive yet collaborative experience, fostering a deeper connection between players and the game.

One standout example took place in February 2024, when ESO invited its passionate cosplay community to design and submit original costumes for a chance to win a ticket to the game’s 10th Anniversary Celebration in Amsterdam. Winners were given the opportunity to showcase their creations live on stage in front of fellow players, fans, and judges during a dedicated cosplay contest at the event.

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3. UGC on Official Channels

UGC isn’t just for fan communities or social media chatter, it’s also a powerful asset gaming brands can integrate into their official channels to deepen engagement, build trust, and amplify reach. Here's how studios and publishers can strategically leverage UGC across their own platforms.

• Share Community Content on Social Media. Spotlight player creations such as fan art, cosplay, gameplay clips, and memes on your official channels. Featuring this content not only celebrates the community but also drives organic engagement and signals that your brand values player contributions.
• Integrate UGC into Newsletters and Blogs. Add authenticity and relatability to your communications by including community-created content in newsletters and blog posts. Share gameplay stories, strategy breakdowns, or creator interviews, and highlight top-performing TikToks or YouTube videos with brief commentary from your team.
• Highlight UGC In-Game. Highlighting UGC in-game is a powerful way to recognize your community. Featuring player-made modes, cosmetics, or art within menus, loading screens, or dedicated sections gives creators visibility and makes them feel like a meaningful part of the game experience.
• Use UGC in Promotional Campaigns. Incorporate user-created content into trailers, launch materials, or seasonal marketing campaigns to add authenticity and real-player perspective.

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Case Study: New World: Aeternum Showcases UGC in Official Trailer

Amazon Games integrated UGC with the Trials of Aeternum trailer for New World: Aeternum. The trailer features real gameplay moments captured by well-known content creators during the open beta  with visible usernames such as Terroriser, BasicallyIDoWrk, Nogla, and VanossGaming. This is a perfect example of how UGC can be used not just as a supporting asset, but as a core part of a game's promotional strategy.

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4. Collaborations With Gaming Creators and Streamers

Partnering with gaming creators and streamers is one of the most powerful ways to expand reach, drive engagement, and generate authentic user-generated content. Influencers play a critical role in game discovery, influence purchase decisions, and even help titles gain traction with platform algorithms like Steam’s, where early engagement and visibility can be the key to long-term success.

Game developers can work with gaming creators who genuinely enjoy the game and are excited to share it with their audiences. Whether through exclusive previews, sponsored gameplay, or content collabs, these partnerships feel organic and that’s exactly what makes them so effective.

Here are some effective ways to leverage influencers and UGC in your game marketing strategy:

1. Early Access Playtests: Give creators exclusive access to beta builds or unreleased content to generate early buzz and authentic first impressions.
2. Sponsored Content Campaigns: Partner with influencers to produce sponsored gameplay, reviews, or challenge videos that feel native to their audience.
3. In-Game Integration: Feature influencer-created content, like custom maps, cosmetics, or characters, directly in the game to showcase collaboration and build community hype.
4. Social Amplification: Encourage influencers to promote branded hashtags and UGC challenges across platforms like TikTok, X, and Instagram to expand reach.
5. Live Events & Co-Streams: Host launch-day streams, esports events, or community tournaments featuring popular streamers to drive real-time engagement.

Case Study: Apex Legends Surprise Streamer-Only Launch

Respawn Entertainment rewrote the rules of game marketing with the surprise launch of Apex Legends, choosing to skip traditional campaigns and instead rely entirely on influencer partnerships. Ahead of launch, Respawn invited over 100 top creators to a secret hands-on event in Los Angeles. The studio timed influencer teasers around the Super Bowl and revealed the game via a surprise livestream.

On launch day, creators like Ninja streamed the game to millions of fans. The immediate buzz helped Apex Legends dominate Twitch and YouTube, drive massive word-of-mouth, and push the game to the top of digital storefronts.

Key Results:

• 25 million players in the first week
• $92 million in revenue in the first month
• “Best Multiplayer Game” winner at the 2019 Game Awards

Risks of Using UGC in Video Game Promotion

Although UGC is one of the most powerful tools for promoting a video game, you should be aware that it has its risks. If not properly managed, these risks can impact both the game’s reputation and the player community.

Below, we outline some of the key challenges developers should be aware of when leveraging UGC for game promotion:

Limited Control over Content

While UGC empowers creativity and community involvement, it also introduces risks due to the limited control developers have over what players create and share. Some user-generated content may be inappropriate, offensive, or misaligned with the game’s tone or values. This can disrupt the experience for other players and, in some cases, damage the game's public image.

For instance, mods or custom content might include harmful themes, unmoderated behavior, or controversial messaging that pushes certain players away. In multiplayer settings, lack of moderation can lead to things like harassment, misinformation, or toxic community behavior. This is especially important to watch for in games with younger audiences or a global player base, where cultural sensitivity and safety really matter.

Inconsistent Quality

Keep in mind that not all user-generated content will meet high standards. Some creators may produce low-effort or unpolished content, which, if left unchecked, can negatively impact a game's reputation.

As an example, in one of his videos, Flamingo, a popular YouTuber known for Roblox content, highlights concerns about the growing presence of low-quality or spammy items in the public UGC catalog. He argues that the current moderation system may be insufficient, contributing to a decline in the overall quality of user-generated content.

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Legal Issues and Copyright

Another major challenge with UGC is the potential for legal complications, especially regarding copyright and intellectual property (IP) infringement. Players may create mods, assets, or entire game modes that borrow heavily from other franchises without permission. This practice can result in takedown notices, legal disputes, or platform penalties.

Developers must also consider their own end-user license agreements (EULAs), which typically outline what players can and cannot do with the game’s assets. UGC that violates these terms can lead to enforcement issues and may require intervention to avoid broader legal exposure.

One well-known example is the case where Blizzard and Valve sued Lilith Games and uCool for allegedly infringing on copyrighted content from Warcraft III and DOTA. The mobile games DotA Legends and Heroes Charge were claimed to have copied elements like characters, terrain, and background art originally created in Warcraft III mods. Much of that content was originally developed by players as part of crowdsourced modding efforts, raising complex questions about who actually owns UGC created within a game.

Conclusion

User-generated content has become one of the most valuable tools in a developer’s marketing toolbox. It helps games stand out in a crowded space by showing real player passion, whether it’s a fan-made mod, a creative TikTok, or a streamer sharing their first impressions. UGC isn’t just great for visibility; it also builds trust, brings communities together, and helps keep your game in the conversation long after launch.

Of course, it’s not without its challenges. Content quality, moderation, and copyright concerns need to be handled with care. But with the right tools, clear guidelines, and support for creators, UGC can be a win-win for both players and developers. At its best, it turns your players into advocates, your game into a creative platform, and your community into a lasting part of your success.

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