Brand-Related User-Generated Content in Simulation Video Games: Qualitative Research Among Polish Players

Magdalena Hofman-Kohlmeyer

doi:10.7206/cemj.2658-0845.41

Abstract

Purpose: The article sought to answer research questions regarding investigated branded content generated by players in simulation video games. How does the process work in video games? What are the characteristics of branded user-generated content in video games? To what extent players are willing to participate in branded content creation? Methodology: I conducted 20 in-depth interviews among Polish players, with the application of snowball sampling. The study participants were adult users of chosen simulation video games: The Sims, Second Life, and Euro Truck Simulator 2. Findings: We can distinguish content based on game mechanism, official add-ons, or game modding. Players frequently check some brands from a set offered by game developers and create content (e.g. in The Sims users can design house interiors with IKEA furniture). Some players are not satisfied by what a game offers and generate content based on modding (e.g. DHL trucks or McDonald’s restaurants inside the Euro Truck Simulator 2). In this respect, the article refers to Smith’s, Fischer’s, and Yongjian’s content dimensions. Branded game modifications described by respondents are characterized by a high level of similarity towards real brands and positive brand sentiment (valence). I noted no statement about player and marketer (brand) communication in gathered material. The biggest challenge for practitioners in the field of UGC in video games is how to manage brand messages. Practical Implications: Brand-related user-generated content is an important phenomenon in terms of the brand-building process and its impact on brand reception, which all require marketers’ attention. For game developers, such a content is a source of information about customer expectations. Players show their personal expectations by game modding. Originality/Value: Brand-related content generated by users is frequently associated with social media. The scholarship shows a lack of knowledge of branded user-generated content in video games.

Highlights

Digitalization and wide access to the Internet led to the emergence of new forms of amateur and semi-professional production
This study investigates branded content generated in video games by players through modding activities
I play because I feel relaxed when building and creating” (TS), “I play mainly because there are a lot of modifications to this game, among other things, there is multiplayer, and a co-op option” (ETS2)

Summary

Introduction

Digitalization and wide access to the Internet led to the emergence of new forms of amateur and semi-professional production. Prevalent platforms such as Facebook, Twitter, YouTube, blogs, and Wikipedia gained popularity as sites for the presentation and management of identity or participation in community-based activities (Fergie, Hunt, and Hilton, 2016) Internet users share their opinions, experiences, and creations in the form of texts, photographs, and videos, which are generally defined as user-generated content or consumer-generated media (Yu, Carlsson, and Zou, 2014). A vast part of brand-related user-generated content can influence customer brand perception (Roma and Aloini, 2019) This activity is criticized due to being unpaid work such as building websites, modifying software packages, or creating virtual spaces (Hesmondhalgh, 2010). Virtual world participation experiences Brands inside the game User-generated content and the brands Demographic question’s. In vast part of interviews, players listed some brands name, e.g. McDonalds restaurants or IKEA buildings near the road.)

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