In the world of gaming, with the rapid advancement of technology and the ever increasing expectations of gamers, developers must constantly innovate and adapt to stay ahead in a crowded market. The rise of digital distribution platforms has lowered the barriers to entry, leading to an influx of new titles and making it harder for individual games to stand out. At the same time, players demand high quality, immersive and interactive experiences with regular updates and fresh content, putting pressure on developers to deliver.
Often, in this landscape, the key to success lies in the power of user generated content (UGC), generative AI, and live service design to create ever evolving gaming experiences that keep players hooked. But leveraging these technologies effectively poses significant challenges in moderating, discovering, and validating content while serving the needs of creators and fostering a vibrant player community.
To explore this topic, TechPros.io recently conducted a series of interviews with gaming industry leaders following a roundtable 'Challenge Forum' event. The participants included:
Defining the target audience and differentiating the product
Amir Didarzadeh emphasised the "cold start problem" that social content products face, needing content to attract users, but also requiring users to create content. He highlighted the importance of clearly defining the target audience and differentiating products in the UGC space. "It's crucial to focus on what truly sets your game apart in the UGC landscape," said Didarzadeh. "For us, it's about prioritising accessibility and building a creative meta layer that encourages user participation. By clearly defining these differentiators, we can make informed decisions and take purposeful steps toward creating a unique and engaging experience for our players." Didarzadeh's insights underscore the critical role of understanding player motivations and tailoring the UGC experience to meet their needs. By focusing on accessibility and fostering a creative environment that empowers users, gaming companies can set themselves apart in a crowded market and attract both creators and consumers alike. This approach not only helps to overcome the "cold start problem" but also lays the foundation for a thriving, self-sustaining UGC ecosystem.
Leveraging data and AI for personalisation and engagement
Paul Depre probed Didarzadeh on how Glowmade envisions leveraging data to create more personalised, engaging player experiences while guiding game development and content creation tools. Didarzadeh outlined two key points:
- Validating the offering itself by bootstrapping content in house and testing the create appeal and tools with a small, controlled group.
- Testing whether the content is engaging for the general audience through a broader testing groups with real user generated content.
He also discussed the potential role of AI in assisting content creation and curation. While Glowmade is not currently using AI to generate content directly, he sees opportunities in optimising content validation and classification to strike a balance between showing players content they enjoy and exposing them to new, untested creations.
"Our primary focus is on content validation and classification," explained Didarzadeh. "When it comes to AI's role in actually generating levels, we see it more as a tool for guiding creativity rather than a means of automation. AI can help inspire and support the creative process, but human oversight and input remains essential."
This measured approach to AI integration underscores the importance of maintaining a balanced and human-centric perspective in the content creation process. By leveraging AI as a tool to augment and support human creativity, rather than replace it entirely, gaming companies can surface insights and streamline workflows, while preserving the human touch that makes gaming experiences meaningful and resonant.
Moderating UGC and ensuring player safety
Oscar Clark stressed the critical importance of moderation, player safety, and adhering to legal constraints when managing UGC games. He advocated for tools to help scale community management, such as sentiment analysis, reporting mechanisms, and content classification systems.
"In the late 1990s, we had to be vigilant about the potential risks of people using our online gaming platform for illegal activities," Clark recalled. "I was determined to avoid any scandals, so I immediately thought about how we could proactively prevent such issues from occurring."
At the same time, Clark emphasised the ongoing importance of human connection and the role of community managers, even with the advent of AI. He suggested that AI can support human experts in content moderation and community management tasks, but should not entirely replace the human touch.
"AI presents an incredible opportunity, particularly in the context of large language models and prediction," said Clark. "By combining sentiment analysis principles with large language models, we can significantly improve our ability to assess the underlying meaning and implications of user generated content."
Clark's perspective underscores the delicate balance gaming companies must strike between leveraging AI for efficiency and maintaining meaningful human connections with their player communities. By empowering community managers with AI assisted tools, companies can scale their moderation efforts while still preserving the personal touch that fosters player loyalty and engagement. This approach ensures that the benefits of AI are harnessed without sacrificing the human element that is crucial to building strong, lasting relationships with players.
Sourcing and managing influencer campaigns
John Wright discussed the challenges of sourcing and managing influencer campaigns to promote UGC games. He emphasised the difficulty in finding the right micro influencers to generate content and establish virality. Kwalee employs a dedicated person to manage influencer relationships using specialised platforms.
"Sourcing the right influencers is a real challenge," Wright acknowledged. "From a data perspective, when you're testing hundreds of different content creators, the majority may end up being irrelevant. Only a handful will successfully achieve virality on platforms like TikTok. It's a tough starting point in terms of data."
Wright also touched on the evolving role of app stores in game discovery and the increasing importance of App Store Optimisation (ASO). He stressed the use of AI and data science in Kwalee's processes, particularly for marketing asset creation, campaign optimisation, and improving overall efficiency.
"AI is becoming an integral part of the toolkit," explained Wright. "It's a tool that people use to become more efficient. Of course, having a robust data infrastructure is also crucial."
Wright's comments highlight the growing importance of data driven influencer marketing strategies in the gaming industry. By leveraging AI and data science to identify high potential influencers and optimise campaign performance, companies can maximise their return on investment and drive organic growth for their UGC games. This targeted approach ensures that resources are allocated effectively, focusing on influencers who can truly make an impact.
Engaging content creation tools and indie developer challenges
Stuart De Ville emphasised the need for content creation tools to be fun and engaging while simplifying the process for users. He highlighted the challenge of competing with existing tools and communities like Blender and Discord.
"The challenge isn't just about creating the tool or game itself," said De Ville. "It's about fostering a strong community, whether by attracting users from other sectors or building your own from scratch. This can be even more painful than the technical challenges involved in developing the tool, as creating a community is no easy feat."
De Ville also discussed the increasing challenges indie developers face, such as the need for a finished game and an established community to attract publishers. He touched on the role of monetisation in attracting content creators and the importance of building an audience for indie studios.
De Ville's insights underscore the unique challenges faced by indie developers in the UGC space. Without the resources and reach of larger studios, indie developers must be creative in their approach to community building and monetisation. By focusing on creating engaging, user-friendly tools and fostering a sense of ownership and collaboration among their player base, indie studios can carve out a niche in the competitive gaming landscape. This requires a delicate balance between providing compelling experiences and ensuring that the tools remain accessible and enjoyable for users.
Jose Plano further highlighted the challenges of community building: "The real challenge lies not just in creating the tool or game itself, but in being able to generate a thriving community. Whether it's attracting users from other sectors or building your own community from scratch, it can be a more daunting task than the technical challenges involved in developing the game. Creating and maintaining a community is no easy feat, as it requires continuous effort and dedication."
Globant's role in supporting gaming studios
Paul Depre provided insights into how Globant is helping gaming studios succeed in this evolving landscape. He highlighted Globant's expertise in code development, UX/UI design, and building tools for game engines. Globant has developed AI powered solutions to assist with quality assurance, content documentation, and improving the overall game development process.
"We are always looking at using AI to improve the lives of engineers and creators, making their work easier when it comes to creating games," said Depre. "Additionally, we are expanding our presence in new territories through acquisitions. We now have offices in new locations, allowing us to create gaming studios closer to our customers and talents."
Depre's comments showcase the critical role technology partners like Globant can play in helping gaming studios navigate the complexities of UGC, AI, and live service design.
By providing the tools, expertise, and global reach, Globant enables studios to focus on their core competency—creating engaging, immersive gaming experiences that keep players coming back for more. Globant's commitment to leveraging AI to improve the lives of engineers and creators, combined with their strategic expansion into new territories, positions them as a valuable partner for gaming studios seeking to streamline their development processes and deliver high quality content to players worldwide. This support allows studios to allocate their resources more effectively, ensuring that they can stay ahead of the curve in a competitive and evolving industry.
Globant
Globant, a $1B+ IT services enterprise, pioneers technology-driven solutions for businesses worldwide, reacting to shifts in consumer behaviour influenced by technology. Holding a significant footprint in the Media and Entertainment sector, we empower giants like Netflix, Warner Bros, Discovery, FIFA, Universal, and many more. Our expertise? Harnessing AI to revolutionise their business with unparalleled content personalisation and immersive experiences. As we steer through challenges like data privacy, intellectual property, human creativity, and ethics, we ensure a seamless transformation.
The media industry is evolving, and to remain relevant, companies must adapt to technology-driven changes in consumer habits. At Globant, we ensure businesses are always ahead, offering content that resonates deeply with audiences.
To speak to the Globant experts, email globant-uk@globant.com