User-generated content (UGC) is content created by fans about their favorite brand or product. This content is usually shared on social media or community-based platforms where other users can see the real life experience of what using that product is like. This can include content like:
- Reviews
- Photos
- Videos
- Testimonials
UGC has always held an important place in marketing because of its authenticity. It builds trust with potential consumers because they can see the value of the product in a real life setting.
When it comes to games and TTRPGs (tabletop role-playing games), UGC allows users who have not played your game to get the experience before they buy it. It’s especially powerful because fans of gaming and TTRPGs are creative and passionate. They don’t just make content, they make GOOD content.
In this blog we’ll go over strategies and ideas on how to utilize UGC to its full potential. Make your fans your best marketers!
Why UGC Matters for Gaming and TTRPGs
For the gaming and TTRPG industries, UGC is more than just free promotion. It’s actually a huge part of the community and product experience. Games thrive on player passion: artwork, character builds, custom NPCs, campaign recaps, memes, and homebrew rulesets are shared widely on platforms like Reddit, Discord, Twitter, and TikTok. When your community is empowered to create and share, your game gains longevity and a reputation for being loved by real people. Word-of-mouth recommendations, Let’s Plays, and session stories often do more to bring in new players than any ad campaign ever could.
Strategies to Leverage UGC for Games and TTRPGs
Here are some ideas to encourage and utilize UGC in your marketing efforts:
Spotlight Community Content: Regularly feature player creations on your website, newsletters, or official social channels. This not only celebrates your fans but inspires others to share their own work.
Create Hashtag Campaigns: Launch hashtags (for example: #MyCharacterIn[YourGame]) and encourage players to showcase their art, dice setups, or stories. Don’t forget to engage actively with participants!
Run UGC Contests: Host art, story, or module design contests with prizes or in-game rewards. Winners (and even runners-up) can become ambassadors who organically promote your brand.
Encourage Actual Play Recordings: Support Let’s Plays, campaign podcasts, or live streams. Give special recognition or perks to regular creators. Share and interact with them in their space, so they will be more likely to do so in your space.
Offer UGC Creation Tools: Provide templates, open licenses (like Creative Commons), or digital toolkits so fans can easily create and distribute custom adventures or characters.
Engage and Respond: React, comment, or share when fans post about your game. Authentic community engagement fosters loyalty and amplifies that user’s reach.
UGC Pitfalls and How to Avoid Them
While it is clear that UGC offers incredible benefits to brands in the gaming and TTRPG space, it’s important to set clear community guidelines and moderate submissions where you can. Make sure that:
UGC content that is shared to your channels aligns with your brand’s values.
Player privacy and consent are respected, especially with minors. Before sharing that picture, send a direct message to your fan and make sure it’s okay with them to share it to your channels.
Official contests should have clear rules around ownership and use of the content. If you are mailing something out, like a freebie or a giveaway, make sure to indicate where you are or are not willing to ship.
By managing UGC with transparency and respect, you can minimize issues and keep your community welcoming.
The Bottom Line
User-Generated Content helps turn your players from consumers into advocates. In gaming and TTRPGs, where creativity and community reign supreme, leaning into UGC will not only strengthen your brand…It will organically grow your audience. By supporting, celebrating, and showcasing your fans’ creations, you let your most passionate customers do what they do best: tell the world why your game is worth playing.
Want to chat more about marketing strategies for games and TTRPGs? Let’s talk!
