The power of user-generated content (UGC) in the gaming industry cannot be underestimated, as it presents numerous benefits for gaming user acquisition (UA). 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 UGC to boost UA. By leveraging UGC, game developers and marketers can tap into its viral potential, build authenticity and trust, and engage in cost-effective marketing strategies. Importantly, UGC can be organic or even strategically integrated into paid campaigns for amplified reach. While UGC can refer to any form of content, it is typically associated with viral video content found on social media platforms such as TikTok, Facebook, and Instagram. These videos, which encompass gameplays, fan creations, and tutorials, not only connect players through shared experiences but also have a viral quality that can catapult a game into prominence. By amassing views and social interactions, UGC acts as powerful agents for community building, player engagement, and ultimately, the game’s success.
Strategies for Boosting Gaming UA with UGC
At its core, a successful UGC campaign operates like a self-sustaining ecosystem. By incentivizing contributions to UGC with incentives such as in-game rewards, virtual currency, or exclusive items, players essentially become de facto content creators. This not only fuels the continuous generation of content but also ensures that players remain deeply engaged with the game and reduces churn and increases LTV.
Facilitating content production for influencers will ultimately lead 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.
Promoting exceptional UGC through official social channels can also significantly increase visibility and reach, attracting new players to mobile gaming apps. Hashtag challenges are now a must for any UGC campaign as it quickly and easily highlights key elements of the game, its IP and reaches a wide audience.
Below are some examples of how promoting high-quality UGC can benefit mobile gaming apps:
- Shop Titans: Hashtag Challenges – Kabam Games employed a multifaceted approach on TikTok to create buzz for its simulation RPG game, Shop Titans, during Japan’s Golden Week. They utilized TikTok’s Branded Hashtag Challenge with an augmented reality Branded Effect featuring in-game characters, Yami and Mushgoon, and festive gifts, which participants could unlock and showcase through simple hand gestures.
- 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.
- 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.
Benefits of UGC for Gaming User Acquisition
UGC’s potential to go viral is a significant asset for gaming user acquisition. 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.
Another key strategy for gaining user acquisition is providing 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. Partnering with these influencers for gaming apps can be a highly effective strategy to increase user trust and drive conversions.
Niche micro-influencers have a deep understanding of their audience’s interests and preferences, enabling them to create tailored content that resonates with potential users and effectively conveys the unique selling points of the gaming app. Using this highly targeted approach amplifies interest, user trust, and awareness elevating the probability of conversions. It can also 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, leaves your game with 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. Furthermore, incentivizing content creation and promoting high-quality content can help gaming apps build a strong community, increase visibility, and reach a wider audience.
Have your influencer marketing team specialize in connecting gaming apps with the perfect niche micro-influencers who can drive authentic and engaging UGC campaigns. Delve into the depths of this UGC concept, explore its advantages for gaming user acquisition, and offer valuable insights on unlocking your full potential.