It’s in Your Hands: UGC in Mobile Games Marketing

Mobile gaming is a huge industry. Hardcore gamers may sneer at it, but we’re talking serious numbers and a lot of money. There are quite a few reasons mobile gaming is so popular these days. Here are some of them:

  • Accessibility: Almost everyone has a smartphone these days. You don’t need a pricey gaming console or a high-end PC. Just download a game on your phone, and you’re good to go.
  • Free or Low-Cost Games: Many mobile games are free or way cheaper than console or PC games. It’s easier to try out new games without breaking the bank. True, many of them rely on ads or microtransactions, but still – the initial cost is low, and there are many free-to-play games.
  • Casual Gaming: Mobile games are perfect for quick, casual play sessions. Waiting for the bus? Stuck in a queue? Just whip out your phone and play.
  • Variety of Games: There’s a massive variety of games available on mobile, from simple puzzles to complex strategy games. There’s something for everyone.
  • Social Connectivity: A lot of mobile games have social elements, like competing with friends or playing together. It’s a fun way to stay connected.
  • Free Time: With the hustle-bustle of life, not everyone can dedicate hours to gaming. Mobile games are great for filling short free time slots.

In 2023, it is estimated that the global Mobile Games market will produce revenues amounting to US$89.25 billion. The forecast for the coming years shows a compound annual growth rate (CAGR) of 7.43% from 2023 to 2027. Consequently, the market size is anticipated to reach US$118.90 billion by 2027.

The role of UGC in mobile games

Since we’re talking about mobile gaming, the UGC aspect of them is usually not mods, level design or skins – but videos. Big streaming sites such as Twitch have a mobile gaming category, and there’s also a lot of room for video reviews, tips, and general fun clips about the game. 

Mobile games marketers utilize UGC ads quite a lot. A lot of these videos are game reviews and game tips, and they are actually paid ads, which means the video creator was specifically hired to create the mobile game review. 

Collaborating with influencers who create content around the game can significantly boost visibility and credibility.

Here’s an example of a short video about Monopoly GO, a super-popular mobile game.

Why is UGC so effective for mobile game marketing?

UGC is a great asset for game marketing in general, and mobile gaming is no different. 

Most importantly, user-generated content has an authentic feel. It doesn’t come across as a regular ad, and users engage with it willingly – unlike ads, which lots of users simply skip. Seeing real players engaged in the game provides authentic, relatable experiences rather than polished, scripted advertisements. It demonstrates the game’s appeal in a real-world context, making it easier for potential players to see themselves enjoying the game. 

Even though the creators are paid, their role as players gives the content a realness that resonates with audiences.

The data supports this notion: AppSamurai reports that UGC-based ads get higher CTR and engagement. Specifically: four times more clicks and at half the cost per click. Also, mixing user-generated content with professional content can increase engagement by up to 28%.

User-generated content encourages players to engage more deeply with the game by creating and sharing their content. This not only fosters a sense of ownership and investment in the game but also helps in building a community around it. For instance, players might share their unique game levels, character designs, or gameplay strategies, which not only keeps them engaged but also attracts new players.

When players share their gaming experiences and achievements on social media, it acts as social proof. Potential players are more likely to try a game that they see their friends or influencers enjoying. This word-of-mouth marketing is incredibly powerful and cost-effective.

UGC also provides valuable feedback to game developers. By analyzing the content created by users, developers can understand player preferences, identify issues, and gather ideas for new features or improvements.

Hosting contests where players create certain types of content or achieve specific goals in-game can generate a lot of buzz. This not only incentivizes players to create more UGC but also creates a competitive and fun environment.