The gaming industry has seen a significant surge in recent years, with the competition for user acquisition becoming more intense. Game developers and marketers must explore innovative and effective strategies to stay ahead of the curve. One such approach is leveraging user-generated content (UGC) to boost UA. In this blog post, we will dive deep into the concept of UGC, discuss its benefits for gaming user acquisition, and provide tips on harnessing its full potential.
User-generated content refers to any form of content, such as images, videos, text, or audio, created by game users rather than the game developers themselves. It encompasses various content, including game mods, custom levels, fan art, community discussions, tutorials, and more. UGC can create community, increase player engagement, and contribute to a game’s success.
Benefits of UGC for Gaming User Acquisition
Let’s start with the most obvious one; the potential to go viral. UGC has the potential to go viral, especially when it resonates with the gaming community. When a piece of content gains traction, it can significantly increase the game’s visibility, driving more players to try it out. Creators should focus on developing visually appealing, concise, and easily shareable content to increase its viral potential on social media platforms. Nativex employed this approach to boost Yoozoo’s highly acclaimed game, Metal Revolution. By leveraging hashtag challenges on the Kwai app in Brazil, they achieved 90 million video views and garnered more than 82,000 user-generated videos.
Authenticity and Trust
When potential players see content created by other gamers, it adds a layer of authenticity and trust, which can be more convincing than promotional materials produced by the game developers themselves. UGC showcases real experiences, allowing potential players to form opinions about a game. Niche micro-influencers have a relatively small but highly engaged and loyal following within a specific area of interest. For gaming apps, partnering with these influencers can be a highly effective strategy to increase user trust and drive conversions.
Moreover, since niche micro-influencers deeply understand their audience’s interests and preferences, they can create tailored content that resonates with potential users, effectively conveying the unique selling points of the gaming app. This highly targeted approach generates interest and awareness and increases the likelihood of conversions. By leveraging the power of niche micro-influencers, gaming apps can benefit from increased user trust and improved conversion rates, ultimately leading to greater success and profitability.
Furthermore, it can help increase engagement as UGC keeps players engaged by offering them fresh and diverse content, fostering a sense of ownership, and encouraging creativity. This, in turn, can lead to increased player retention and loyalty.
UGC can be a cost-effective marketing tool, as game developers do not have to spend resources creating promotional content. Instead, they can encourage their player base to create content that can be shared across various platforms. With increasing CPIs, app developers and marketers should consider UGC an efficient and cost-effective alternative to traditional marketing methods.
Strategies for Boosting Gaming UA with UGC
Incentivize Content Creation
To encourage more players to participate in content creation, consider providing incentives such as in-game rewards, virtual currency, or exclusive items. This motivates players to generate content and keeps them engaged with the game. Facilitate content production for influencers, which ultimately leads to increased UGC. Nativex recently employed this strategy using Kwai’s “template” services, making it simpler for players to access the challenge and unleash their creativity. For influencers, Nativex introduced a “prize pool sharing” incentive to entice them to partake and contribute to the UGC efforts.
Promote High-Quality Content
Promoting exceptional User-Generated Content (UGC) through official social channels can significantly increase visibility and reach, attracting new players to mobile gaming apps. By highlighting the best content created by players, app developers can showcase their game’s potential and entice a broader audience. This article will explore some examples of how promoting high-quality UGC can benefit mobile gaming apps.
Pokémon GO: AR Photo Contests
Niantic, the developer behind the popular augmented reality mobile game Pokémon GO, frequently organizes AR photo contests where players capture and share their in-game Pokémon encounters in the real world. By promoting the best submissions on their official social media channels, Niantic demonstrates the game’s immersive experience, appealing to both new and existing players.
Clash Royale: Community Art Contests
Supercell, the strategic mobile game Clash Royale developer, encourages its player community to create and submit original artwork based on the game’s characters and themes. By showcasing the best artwork on their official social media channels, Supercell provides recognition for the creators and demonstrates the game’s creative potential and popularity to a wider audience.
Garena Free Fire: Top Plays and Montages
Garena Free Fire, a popular battle royale mobile game, often features top plays and montage videos created by players on their official social media channels. This promotion highlights the game’s exciting and skillful gameplay and provides recognition for the talented players, attracting new users who want to be a part of the dynamic community.
Mobile Legends: Bang Bang: Cosplay Contests
Mobile Legends: Bang Bang, a popular multiplayer online battle arena game, has organized various cosplay contests where players dress up as their favorite in-game characters. By promoting the best cosplays on their official social media channels, the developers showcase the game’s diverse and appealing character designs, drawing in new players interested in the game’s rich universe.
The power of UGC in the gaming industry cannot be underestimated, as it presents numerous benefits for gaming user acquisition. By leveraging UGC, game developers, and marketers can tap into its viral potential, build authenticity and trust, and engage in cost-effective marketing strategies. Furthermore, incentivizing content creation and promoting high-quality content can help gaming apps build a strong community, increase visibility, and reach a wider audience.
Are you ready to supercharge your gaming app’s growth with the power of UGC? Our influencer marketing team specializes in connecting gaming apps with the perfect niche micro-influencers who can drive authentic and engaging UGC campaigns.