What's your UGC strategy?

Hey Mr. Game Dev/Publisher what’s your Fortnite, Roblox, and Minecraft strategy?

The traditional view of video games as discrete, standalone products is rapidly evolving. Games like Fortnite, Roblox, and Minecraft have transcended their initial identities as mere games and have emerged as comprehensive platforms. These platforms not only serve as entertainment hubs but also as social ecosystems, content creation tools, and commercial marketplaces. This shift necessitates a reevaluation of how these entities are perceived and integrated into broader gaming and business strategies. Are you considering how to launch a Roblox SKU along with your PC and Console SKUs? Maybe you should.

Look, our industry is suffering. Massive layoffs, slowing of console sales, declining global revenue and a reduction in time spent have led to a realization that COVID growth was not sustainable. 

As game companies look for a rebound and how to get more from less, I posit that there lies an opportunity within these ecosystems. Of the 3.3 billion gamers on Earth a full 11% of them play Roblox each month: 354M MAU. Fortnite has over 125M MAU and Minecraft a whopping 172M MAU. The majority of these players are Gen Z and Gen Alpha and most of them don’t play anything else! YET!

Not only do the youth of today begin their gaming journey almost exclusively in these platforms they are forming opinions of brands there as well. Why should building a brand in these platforms be only reserved for soft drinks, shoes and movies? Why not other game IP?

I’ll admit that some of you game companies are already figuring this out! Congratulations SEGA with your massive Roblox Sonic game that has near 1 Billion lifetime plays. But far too many others are missing a big opportunity to set the hook early with these young players who are forming their opinions on game IP.

Rather than looking at these platforms as competition start looking at them as opportunities. Multi-platform should include more than console, PC and mobile. As these young people mature and their tastes broaden, if they grew up playing a version of your game in Fortnite then when they get their own disposable income and want a more robust game experience will they have a fondness for your IP already established?