Deconstructor of Fun 279. From Experiment to Essential: How UGC Gaming Became a Marketing Powerhouse
Apr 14, 2025
In this conversation, Charles Hambro, CEO of GEEIQ, and Matt Edelman, President of Super League, unpack the evolution of brand activations in the gaming space. They discuss the strategic shift towards user-generated content, revealing how brands engage with audiences on platforms like Roblox and Fortnite. The duo shares exciting insights into the effectiveness of playable ads and the significant ROI they bring. They also highlight the importance of adapting marketing strategies to capture the attention of Gen Z and Gen Alpha, turning gaming into a powerhouse for brand loyalty.
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UGC vs. Traditional Social Media
- UGC (user-generated content) platforms host 3D content, unlike traditional social media's 2D restrictions.
- Virtual worlds like Roblox and Fortnite are UGC platforms where brands create activations.
Maybelline's Roblox Success
- L'Oreal's Maybelline achieved remarkable results through a Roblox integration with native creators.
- With 30 million visits and an average nine-minute interaction time, the campaign significantly raised product awareness.
ROI in UGC Gaming
- ROI in UGC gaming depends on the objective: awareness, engagement, or direct response.
- Middle-funnel engagement significantly outperforms traditional media, with Roblox averaging 11 minutes per user.