News & insights for the gaming industry

How Teamfight Tactics Utilized User Generated Content to Take Over the Auto Battler Genre

July 8, 2021 / by Kamil Malinowski posted in Marketing, Insights, Gaming

The Auto Battler craze was an interesting trend in gaming history. At the start of 2019, a Dota 2 mod called Dota Auto Chess was released and became an almost instant hit. This new type of game was based on a mixture of mahjong and chess, although it featured classic gaming-themed elements like AI battles, items, gold, and more. 

Its popularity came from the simplicity of the game, as well as the high skill ceiling and overall uniqueness. Just months after Dota Auto Chess first released, huge companies like Valve, Riot, and Blizzard had all announced their own spin-offs of the game, eventually leading to the releases of Dota Underlords, Teamfight Tactics, and Hearthstone Battlegrounds

Dota Auto Chess quickly became a viral title and with so many spin-offs on the way, a whole new genre known as Auto Battler was created. 

Dota Auto Chess was the original Auto Battler

However, since the Auto Battler glory days in 2019, the genre has largely died down. In fact, you’ll hardly find any players on the original game mode anymore and Dota Underlords last received an update in November 2020. 

Just one game made it out of the Auto Battler frenzy as a huge success: Teamfight Tactics. While there were key differences in gameplay that could have been the make and break between TFT and its rivals, one of the biggest reasons for Riot’s Auto Battler's success was their use of user generated content. 

Let’s take a look at how exactly Riot Games used ugc to ensure Teamfight Tactics’ success. 

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How User Generated Content Became The Driving Force Behind Rocket League’s Success

July 1, 2021 / by Kamil Malinowski posted in Marketing, Insights, Gaming

If you’re an avid gamer, you’ve probably heard of Rocket League. It’s a unique soccer (or football for most!) based game mixed with vehicles, giant balls, speed boosters, and all sorts of fun. 

It was first released in 2015 and has been one of the most popular games since, both in a casual sense, as well as rising to be one of the biggest esports titles. With the game being so unique and easy to play, yet hard to master, it’s no surprise that it was able to rise in popularity. 

However, one of the biggest driving forces behind Rocket League’s success was the developer’s, Psyonix, utilization of user generated content. The company heavily leaned into the community aspect of the game from day one and has utilized user content throughout the game’s lifespan to bolster their marketing efforts. 

This has worked out to great effect, as the game is now a huge hit, has a great spot within its own unique market, and continues to grow thanks to further emphasis on ugc and the community. 

Let’s take at how user generated content helped drive Rocket League into the top of the gaming world. 

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How Among Us Became a Hit Years After Release Thanks to UGC 

June 18, 2021 / by Kamil Malinowski posted in Marketing, Insights, Gaming

While Among Us is now a hit game, hitting the tops of the biggest gaming-related platforms like Twitch and Steam, it wasn’t always the case. In fact, despite blowing up in 2020, Among Us actually released in 2018 and saw very limited success and popularity in its first two years. 

The social deception party game definitely started slow and it wasn’t until around July 2020 that it really entered the mainstream. While there are a variety of reasons for this, including things like the game being simple and cheap, one of the biggest reasons was no doubt the exposure it gained through Twitch and user generated content. 

It wasn’t until fans saw their favorite streamers playing the game, fan art, memes, and other user generated content that Among Us gained popularity. So, let’s take a look at just how all this user content managed to drive a ‘dead’ game into one of the biggest gaming successes of 2020. 

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How Sea of Thieves Captured a Unique Market With User Generated Content 

June 3, 2021 / by Kamil Malinowski posted in Marketing, Insights, Gaming

Sea of Thieves is one of the most unique releases of the past few years, bringing gameplay that’s rarely been done before. The game is focused all around the high seas, with players controlling pirate ships in a large open-world action-adventure game. 

Players can form groups to build ships and explore the ocean while interacting with other players. It’s somewhat similar to games like DayZ and Rust, with the focus being on giving players the tools to create their own adventure, or content. 

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How Valorant is becoming the biggest FPS thanks to UGC marketing

May 21, 2021 / by Kamil Malinowski posted in Marketing, Insights, Gaming

Coming from Riot Games, Valorant was always going to be a huge game, having the backing of one of the biggest studios out there. However, it takes more than just a big studio to make a game a success, and Riot seem to have cracked the formula as Valorant is becoming a staple First Person Shooter. 

One of the biggest factors of Valorant’s success so far is the marketing behind it, most notably how Riot have utilized user generated content as a core component of their marketing strategy. It has created a direct link between Valorant and the target market, making almost every marketing effort a huge success.

Let’s take a look at how Riot has utilized UGC and just how it has affected Valorant’s growth so far. 

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How Path of Exile dominated the ARPG genre by utilizing UGC

May 13, 2021 / by Kamil Malinowski posted in Marketing, Insights, Gaming

Path of Exile is undoubtedly the most popular Action Role-Playing Game out there. Created by Grinding Gear Games and released in 2013, it filled the ARPG void for many gamers, most notably by becoming a spiritual successor to Diablo 2. 

The unique selling point of PoE is the complexity of the game, specifically in terms of trading and upgrading items. The game features no traditional currency like gold, instead, everything can be traded for different things, and there are a ton of different usable items that provide thousands of different upgrade and adjustment combinations to key armor pieces and weapons. 

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How Apex Legends' User Generated Content marketing created a hit game

March 11, 2021 / by Kamil Malinowski posted in Influencer marketing, Marketing, Social Media

If you’re a fan of gaming or esports, you’ve no doubt heard of Apex Legends - Respawn and EA's take on the battle royale genre. The game quickly gained popularity after its surprise launch in early 2019 and has since thrived, becoming one of the most popular multiplayer titles out there.

There are a few reasons for this and it was no doubt helped by adding some unique elements to the genre. However, one of the biggest reasons it made headlines was due to its marketing efforts, which included a launch that came basically out of nowhere and a key focus on user generated content. 

Let’s take a look at how Apex took the market by storm thanks to its launch and UGC, as well as how it has utilized user content since to stay on top.

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Loop Hero takes over Twitch and Steam with incredible launch

March 9, 2021 / by Kamil Malinowski posted in Game development, Marketing, Indie games

A new game is starting to take over the gaming world. Despite coming out just a few days ago on March 4, Loop Hero is already a hugely popular game, becoming one of the most-watched on Twitch and already entering the top sellers' list on Steam. 

Coming from Four Quarters, a small indie dev team, the game seems well on its way to making a triple-A splash as its very impressive start continues. Let’s take a look at the game and some of the numbers behind its incredibly successful launch. 

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How Re-Logic leverage user generated content in Terraria’s marketing strategy

March 5, 2021 / by Kamil Malinowski posted in Marketing, Social Media

User generated content has become a focal point in gaming as it has become a key tool that developers can use to enhance a game. We’ve even seen some games become huge hits just by making UGC their focal point, both in and out of game. 

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Why Nintendo’s Mario Maker is the perfect UGC marketing tool

February 26, 2021 / by Kamil Malinowski posted in Marketing, Social Media

If it’s possible to create, in-game user generated content is one of the best tools a game can have. Giving users the possibility and enabling them to create content is a massive boon to any game. We’ve already seen it be a huge success, with user created mods from games like Starcraft and Warcraft spiraling all the way to becoming ginormous games themselves, like League of Legends and Dota 2.

UGC extends the life of a game far beyond what the developers could ever realistically do and allows for content which may be ‘incorrect’ from a development point of view to be created and enjoyed. For example, a level in Valve’s Portal game without actually using any portals - this makes no sense and would be a bit too confusing to add to the base game, but adds a perfect bit of enjoyment as a UGC addon. 

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