User-generated content (UGC) has proven to be a game-changer for long-term player engagement. It is time for studios to leverage it.

In the ever-evolving landscape of the gaming industry, developers face the challenge of creating content that keeps players engaged and invested in their games over the long term. However, by embracing user-generated content (UGC), studios can tap into the immense creativity of their player base, allowing them to continuously expand and enhance the gaming experience and even turn their passion into a full-time profession.

The Sustained Relevance of UGC

The impact of creator communities, such as those found in in Bethesda’s critically acclaimed open-world RPG, Skyrim, demonstrates the ability of user-generated content to breathe new life into games long after their initial release. Passionate and creative individuals within the gaming community, have been instrumental in extending the lifespan of games through their contributions.

Bear Musician Mod - Skyrim

Players have dedicated countless hours to creating and refining these creations, resulting in a constant influx of fresh content for players. These community-generated additions offer players a wealth of possibilities and ensure that Skyrim remains engaging and relevant years after its initial release. Beyond Skyrim, numerous other games have experienced similar revitalizations.

This collaborative relationship between the game studio and their community showcases the significant impact that UGC can have on game lifespans. By acknowledging and embracing the contributions of UGC creators, studios can harness the potential of their player base, allowing their games to evolve, grow, and adapt in response to the community’s desires.

Shifting the Burden

Traditionally, game studios have shouldered the responsibility of creating and delivering new content to keep players engaged. This process requires significant time, effort, and financial resources, often necessitating the release of downloadable content (DLC) or expansion packs to extend a game’s lifespan. However, by embracing UGC, studios can shift this burden to the community, empowering players to generate and share their own content within the game.

Integrating UGC features into the game’s framework allows players to create and distribute their custom levels, quests, items, characters, and more. As a result, the game’s lifespan can be significantly extended, with a steady stream of new and varied experiences driven by the community, and hence allowing the studio to shift its focus towards new projects.

Skyrim retention rate over time (Steam Charts)

An untapped potential

UGC extends far beyond gameplay modifications and level design through modding. It offers a diverse range of contributions from the community, including art, music, sound effects, and more, enriching the gaming experience. Players can create custom artwork featured as in-game assets, while musicians can compose original soundtracks. By embracing UGC, studios tap into their players’ collective creativity, enhancing game quality and depth.

UGC shared on social media

Additionally, UGC, particularly in the form of cosmetics, holds significant monetization potential. Studios can incorporate player creations directly into the in-game shop, creating new revenue streams.
Moreover, embracing UGC in this broader sense fosters a stronger sense of community involvement and ownership. When players see their artwork or hear their music featured in the game, it establishes a deeper connection between the studio and its players, leading to increased player engagement, loyalty, and satisfaction.

What’s next for UGC?

The rise of UGC has opened up opportunities for creators to turn their passion into a viable career.
At PlayMakers we believe that only the surface has been scratched and that there is an immense potential coming from passionate creators to expand and improve their favorite titles.
The fast pace at which new creative tools are developing will allow even more players to become makers and we want to empower those individuals to see their imagination come to life and be able to fully dedicate themselves to it, in an enriching and sustainable way. Find out how we’re planning to do it.

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