UGC in games trend report

User-Generated Content (UGC) in games refers to any form of in-game assets or functionality, such as levels, characters, items, stories, art, or gameplay mechanics, which is created by players rather than the game’s official developers. It transforms players from passive consumers into active contributors.

Modern UGC builds on early examples like _Doom_ (1993) map editors and _The Sims_ (2000) custom assets. Since then, it has evolved into large ecosystems supported by integrated creation tools and distribution platforms (such as _Minecraft_, _Roblox_, _LittleBigPlanet_, _Dreams_, _Fortnite Creative_).

UGC is usually present in games in these ways:

- built-in editors or scripting tools that allow non-programmers to design content - online platforms that allow players to publish, rate and reuse eachothers' creations - some platforms allow for creators to monetize their creations

Various games have various levels of integration of UGC. Some are completely built around UGC (Roblox, Dreams), while others have it as an extension to the game, where it isn't necessary to engage in to progress through the full game, but allows for dedicated players to engage with the game further and on a deeper level (Doom level editor, Skyrim modding support). These examples are two extremes, but UGC can be present in many different forms in games.

My interest in UGC comes from being a game designer, and wanting to understand how to think about using UGC in my own design in the future. UGC is a possible addition to most types of games and usually has a big positive impact on game's lifespan and community engagement, but requires a lot of skill, money and time to set up and also brings some ethical questions with it.

#### Identifying sources:

My first source, as usual, is GDC (game development conference), where developers hold talks every year and the most professional experience can usually be found. Most relevant was a talk from this year by a developer from a studio that is well-known and specializes in UGC [1] as well as an older talk from 2012 [2]. I turned to written articles next, which usually involved case studies, developer interviews or reports by trend scanners [3],[4],[5],[6],[7],[8],[9],[10],[11],[12],[13],[14],[15],[16],[17],[18],[19]. Care had to be taken with some of these, as upon research into the writers, I saw that some had a stake in platforms that benefit from UGC. Often the "developers" interviewed were either business people from UGC studios or investment firms that focus on this kind of platforms. For this reason I had to carefully parse everything that was being said and check their sources as well, most of what seemed as opinionated or biased comments by these types of people wasn't used for the signal scanning. After this I also looked at a few general cultural reports, which might indicate a broader reason for UGC trends [20],[21],[22],[23],[24]. The main source were youtube cultural trend analysis as youtube is a driving factor in the marketing of many games and also it's user base strongly correlates with game players. I also used Pew Research, because they had reports on teens that use social media and teens that play games. Even though the average age of my target audience (PC Gamers) is 38 years old, UGC platforms are significantly more popular within younger generations, so looking at their cultural trends is more important in this context. Afterwards I searched for academic papers about UGC and general games cultural trends [25],[26],[27],[28],[29],[30]. These were quite useful since they weren't as biased as the articles, featured concrete data and most were broad overviews of the topic. Lastly I looked at trending posts and videos from platforms such as reddit and youtube, as well as forum threads for major gaming platforms to gauge the general discussion around this topic among the players of games. While going through all the sources I wrote down potential signals and patterns, all the while keeping in mind the quality and relevance of the sources. This is the list I made after grouping them, which covers the STEEP domains:

### 1. Cultural Context:

- Younger generations expect participation and co-creation in their entertainment [21],[22],[23] - "Creative maximalism" and "narrative co-creation" trends reflect how audiences remix and personalize online content [22] - UGC is widely welcomed and celebrated by players (based on scouting forums and communities)

Takeaway: UGC's growth is boosted by the trend of participatory digital culture

### 2. Accessibility and Technology:

- New platforms and toolsets make creation easier for non-developers [5] - AI significantly lowers skill barriers for producing game content, but raises copyright and control concerns [5],[6],[19],[25],[26],[28],[29] - Studios and universities are using UGC platforms to "train the talent of tommorow" [1],[12] - This accessibility could also help with social inclusivity, although some social aspects of the platforms also raise significant moderation challenges [10],[19]

Takeaway: Making UGC platforms more accessible will be one of the main goals for the platforms in the upcoming years, AI will probably play a big factor in this. UGC might also start being integrated into education and become an even bigger driver of job opportunities.

### 3. Building with UGC from the start:

- Future highly-anticipated AAA titles like GTA VI and The Sims 5 are being built integrated with UGC platforms [5],[14] - Developers increasingly design pipelines and engines anticipating UGC [1],[4],[5],[14] - Entire studios solely focus on building games within existing UGC platforms such as Roblox and Fortnite Creative [5],[6]

Takeaway: UGC is shifting from being an add-on to a foundational part of modern games. If UGC studios keep on proving their viability there will probably be an increase in their numbers.

### 4. Player retention and engagement advantages

- Data shows UGC-enabled games outperform non-UGC ones, 8% higher revenue in year one, 31% after five years [16] - These games also show 75% better CCU after 2 years, growing to 115% after 5 years [16] - Social UGC experiences (like the new Highrise or non-combat Fortnite modes) are becoming increasingly popular, while having a focus on creative expression and social play [6],[17],[19] - This is further supported by this statistic: "72% of teens who play video games say that a reason why they play them is to spend time with others. And some have even made a friend online from playing them – 47% of teen video game players say they’ve done this." [23] - This also causes new concerns for moderation in these games

Takeaway: UGC has already been proven to be a profitable direction/addition to most studios, the trend will probably keep on increasing, especially as younger generations become adults and enter the job market. Using UGC platforms as social spaces is a relatively unexplored, but potentially lucrative frontier for developers.

### 5. Monetization and Business models

- Studios and platforms are experimenting with monetization beyond the usual purchaseble in-game items. This includes upfront costs for content and real-world merchandise (such as the with recent Roblox-Shopify partnership, where UGC creators can sell physical merchandise based on their content) [6],[13],[19],[26] - Platforms and games have also began using brand colleborations in a more embedded way, such as with the recent Fortnite-Disney partnership. Although some brands have tried to create their own UGC platforms, this has been largerly unsuccessful. The shift is now towards collaborations between brands and already established platforms [6],[13] - Even though UGC studios generate revenue, they don't own their content, as legal precedent has shown favour towards the platform owners [26]

Takeaway: UGC is opening new revenue streams, but introducing ownership and regulation tensions. Brand integration with existing platforms will probably see a rise in the upcoming years. Franchises being interconnected between multiple media types, growing and changing organically through social media and audience co-creation might lead to a completely new era of brands/franchises, where they aren't mostly tied to a single type of media/internet area.

### 6. Marketing

- Platforms are starting to mimic youtube/tiktok algorithmic curation with user creations [3],[4],[6] - UGC platforms are transforming into social media-like platforms, where discoverability and virality are main factors [6]. A recently successful UGC platform "Highrise" is designed to be a sort of cross between social media and UGC platform, and has gotten record user retention rates. - But the success and failure of certain platforms suggest that having a strong base that precedes the successfull UGC system is needed. Starting purely as a UGC platform might no longer be viable [5],[6],[10],[15]. This might be further supported by the aforementioned cultural trend, where the goal of young audiences isn't creating someting novel, but remixing and co-creating franchises they already enjoy [21],[22],[23]

Takeaway: Another area of development for UGC platforms will probably be in their discoverability algorithms, as well as a move towards social media type features.

### 7. UGC platforms

- New, pure UGC platforms struggle, dominance is mostly consolidated around Roblox and Fortnite, with some saying even Fortnite's UGC platform not going as favourably as expected, with others dismissing it as due to it being in it's early stages [5],[6],[10] - Modding, meanwhile, is resurging as a baseline expectation for all major PC games. With premium mods being a relatively new feature that is opening up new opportunities in that space, although isn't entirely welcomed by players due to a historical expectation of mods being free [6],[7],(forum scouting) - Professional studios built around UGC or modding are blurring the line between indie and modder

Takeaway: This is a very dynamic time for UGC in games, it is expected that there would be many changes and innovations in the upcoming years.

### 8. Ethical and Legal concerns

- Child safety, exploitative revenue splits and extremist propaganda have been and continue to be persistent problems within UGC platforms, although new moderation tools such as AI ones, are starting to be more effective. [6],[11] - UGC platforms must develop systems to ensure IP compliance [19] - Courts continue to affirm developer/platform ownership of user creations [26]

Proposed solutions [26] : - plain-language EULAs - standardized templates - fair use clauses - collaborative policy-making

Takeaway: More robust moderation and copyright protection systems, as well as better communication between platform and creator will be necessary to avoid ethical and legal concerns in the future.

#### Reflection:

I found this exercise very useful, interesting and frankly, fun. I enjoyed the process of research and the process of grouping and connecting my findings. I feel like I have built a deeper understanding of my topic and where it's future might lead. The things that I've learned might drive future decisions in my design, and I plan to use the same process on different topics in the future. I feel that, if built with ethical concerns in mind, UGC could be an exciting new avenue for game developers. It also shows signs of improved social inclusivity for new game developers through it's accessibility, as well as possibly good community value in it's user-built social spaces. It extends game's lifecycle, which also reduces wasteful content pipelines, supports more sustainable innovation and empowers the player community.

### **References**

[1] Game Developers Conference. (2024). _From players to creators: A look into UGC systems._ GDC Vault. [https://gdcvault.com/play/1035481/From-Players-to-Creators-A](https://gdcvault.com/play/1035481/From-Players-to-Creators-A)

[2] Game Developers Conference. (2012). _User-generated content in MMOs._ GDC Vault. [https://gdcvault.com/play/1016471/User-Generated-Content-In-MMOs](https://gdcvault.com/play/1016471/User-Generated-Content-In-MMOs)

[3] Game Developer. (2024). _The key to Eggy Party’s UGC success lies in recommendation-system iteration._ [https://www.gamedeveloper.com/production/the-key-to-eggy-party-s-ugc-success-lies-in-recommendation-system-iteration](https://www.gamedeveloper.com/production/the-key-to-eggy-party-s-ugc-success-lies-in-recommendation-system-iteration)

[4] PubNub. (2024). _Understanding user-generated content in gaming._ PubNub Blog. [https://www.pubnub.com/blog/understanding-user-generated-content-in-gaming/](https://www.pubnub.com/blog/understanding-user-generated-content-in-gaming/)

[5] Ready Player Me. (2025). _How user-generated content is shaping the next era of gaming._ Ready Player Me Blog. [https://readyplayer.me/blog/how-user-generated-content-is-shaping-the-next-era-of-gaming](https://readyplayer.me/blog/how-user-generated-content-is-shaping-the-next-era-of-gaming)

[6] Naavik. (2025). _The state of UGC games 2025._ Naavik Digest. [https://naavik.co/digest/the-state-of-ugc-games-2025](https://naavik.co/digest/the-state-of-ugc-games-2025)

[7] Gam3s.gg. (2024). _User-generated content and Web3 gaming._ [https://gam3s.gg/news/user-generated-content-gaming-web3/](https://gam3s.gg/news/user-generated-content-gaming-web3/)

[8] Coldface Interactive. (2023). _From gamers to creators: The rise of user-generated content (UGC)._ Medium. [https://coldfaceinteractive.medium.com/from-gamers-to-creators-the-rise-of-user-generated-content-ugc-efdac10eea43](https://coldfaceinteractive.medium.com/from-gamers-to-creators-the-rise-of-user-generated-content-ugc-efdac10eea43)

[9] 80.lv. (2024). _Updated Portal map editor in Battlefield 6 runs on Godot engine._ 80.lv. [https://80.lv/articles/updated-portal-map-editor-in-battlefield-6-runs-on-godot-engine](https://80.lv/articles/updated-portal-map-editor-in-battlefield-6-runs-on-godot-engine)

[10] GamesIndustry.biz. (2025). _Every game a platform: Pitfalls and opportunities in the gold rush for user-generated content._ [https://www.gamesindustry.biz/every-game-a-platform-pitfalls-and-opportunities-in-the-gold-rush-for-user-generated-content](https://www.gamesindustry.biz/every-game-a-platform-pitfalls-and-opportunities-in-the-gold-rush-for-user-generated-content)

[11] GNet Research. (2025, October 28). _Youth radicalisation in the gaming sphere: An exploration of identity-based hate and extremist content on Roblox._ [https://gnet-research.org/2025/10/28/youth-radicalisation-in-the-gaming-sphere-an-exploration-of-identity-based-hate-and-extremist-content-on-roblox/](https://gnet-research.org/2025/10/28/youth-radicalisation-in-the-gaming-sphere-an-exploration-of-identity-based-hate-and-extremist-content-on-roblox/)

[12] InvenGlobal. (2024). _PUBG Mobile teams with USC Games to bring user-created content tools to students._ [https://www.invenglobal.com/articles/19826/pubg-mobile-teams-with-usc-games-to-bring-user-created-content-tools-to-students](https://www.invenglobal.com/articles/19826/pubg-mobile-teams-with-usc-games-to-bring-user-created-content-tools-to-students)

[13] Consultancy-ME. (2024). _Global video-game market moving into a new era._ Consultancy-ME. [https://www.consultancy-me.com/news/11547/bain-company-global-video-game-market-moving-into-new-era](https://www.consultancy-me.com/news/11547/bain-company-global-video-game-market-moving-into-new-era)

[14] Traxion.gg. (2025). _Project Motor Racing’s user-generated content portal explained._ [https://traxion.gg/project-motor-racings-user-generated-content-portal-explained/](https://traxion.gg/project-motor-racings-user-generated-content-portal-explained/)

[15] Pocket Gamer. (2025). _Genshin Impact to introduce UGC system Miliastra Wonderland._ Pocket Gamer Biz. [https://www.pocketgamer.biz/genshin-impact-to-introduce-ugc-system-miliastra-wonderland-on-october-22nd/](https://www.pocketgamer.biz/genshin-impact-to-introduce-ugc-system-miliastra-wonderland-on-october-22nd/)

[16] GameDiscoverCo Newsletter. (2025). _Analysis: UGC still powers sales and retention._ GameDiscoverCo. [https://newsletter.gamediscover.co/p/analysis-ugc-still-powers-sales-and](https://newsletter.gamediscover.co/p/analysis-ugc-still-powers-sales-and)

[17] Shepherd, I. (2025, January 25). _The Fortnite effect: How user-generated content is reshaping gaming._ Forbes. [https://www.forbes.com/sites/ianshepherd/2025/01/25/the-fortnite-effect-how-user-generated-content-is-reshaping-gaming](https://www.forbes.com/sites/ianshepherd/2025/01/25/the-fortnite-effect-how-user-generated-content-is-reshaping-gaming)

[18] Gam3s.gg. (2025). _Roblox game “Steal a Brainrot” sues Fortnite._ Gam3s.gg. [https://gam3s.gg/news/roblox-game-steal-a-brainrot-sues-fortnite/](https://gam3s.gg/news/roblox-game-steal-a-brainrot-sues-fortnite/)

[19] Onal, S. (2024). _Get a free report: How UGC, AI and cloud are transforming gaming._ 80.lv. [https://80.lv/articles/get-a-free-report-how-ugc-ai-and-cloud-are-transforming-gaming](https://80.lv/articles/get-a-free-report-how-ugc-ai-and-cloud-are-transforming-gaming)

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[21] YouTube Culture & Trends Team. (2024). _Year on YouTube 2024._ YouTube Trends. [https://www.youtube.com/trends/report/2024-year-on-youtube/](https://www.youtube.com/trends/report/2024-year-on-youtube/)

[22] YouTube Culture & Trends Team. (2024). _TR25: The next generation._ YouTube Trends. [https://www.youtube.com/trends/report/tr25-next-generation/](https://www.youtube.com/trends/report/tr25-next-generation/)

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[24] Pew Research Center. (2024, December 12). _Teens, social media, and technology 2024._ [https://www.pewresearch.org/internet/2024/12/12/teens-social-media-and-technology-2024/](https://www.pewresearch.org/internet/2024/12/12/teens-social-media-and-technology-2024/)

[25] Wiley Online Library. (2024). _AI-assisted content creation and copyright in digital games._ [https://onlinelibrary.wiley.com/doi/epdf/10.1002/mar.21631](https://onlinelibrary.wiley.com/doi/epdf/10.1002/mar.21631)

[26] Arxiv. (2024). _Responsible governance of UGC ecosystems._ arXiv preprint arXiv:2412.13743. [https://arxiv.org/abs/2412.13743](https://arxiv.org/abs/2412.13743)

[27] Queensland University of Technology. (2024). _Digital labour and creative economies in game modding._ _Learning, Teaching & Humanities Journal._ [https://lthj.qut.edu.au/article/view/3857](https://lthj.qut.edu.au/article/view/3857)

[28] Zhao, T. (2024). _AI and UGC copyright control frameworks._ _IEEE Access,_ 12, 9893717. [https://ieeexplore.ieee.org/document/9893717](https://ieeexplore.ieee.org/document/9893717)

[29] Li, X., & Zhao, T. (2024). _AI-assisted content creation and copyright in digital games._ _arXiv preprint arXiv:2404.17018._ [https://arxiv.org/abs/2404.17018](https://arxiv.org/abs/2404.17018)