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

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.

The ethical dilemma of modding digital games: A literature review of the creation and distribution of mods

“…One way to stimulate it is by providing modding platforms – such as Steam Workshop (Poretski and Arazy, 2017). Within these platforms, modders form communities with their own unique social dynamics (Pera et al, 2021), to which they hold a deep and strong sense of belonging (Hofman-Kohlmeyer, 2021), engaging in co-creation behaviours of mods for their favourite games (Poretski et al, 2019), sharing their work (Wells, 2018), and being helpful to one another (Pera et al, 2021; Wells, 2018), generating and disseminating knowledge that otherwise would be lost. The technology behind the online platforms where these communities thrive, reflects the informal nature of mod culture, where the most important element is the practicability of disclosure and interaction between its users (Wells, 2018).…”

“…Furthermore, there is an increase in the advertisement not only in the game, but across other media. Since modders often share their work on blogs, social networks, or video and streaming platforms, the brand’s message is also disseminated to their followers (Hofman-Kohlmeyer, 2021).…”

“…Just as the gaming experience is influenced in diverse ways, the motivations propelling modders’ actions are equally varied and multifaceted. Studies indicate that these motivations may stem from an identity need that is only fulfilled by expanding the available options in the game (Messias, 2020), from a sense of unfairness fostered by game companies (Curtis et al, 2021), from a desire to diversify or increase the game’s realism, bringing it closer to real life (Hofman-Kohlmeyer, 2021), from being a satisfying self-improvement activity (Deng and Li, 2021), or from having inadequate or inaccurate portrayals of queerness, prompting modders to rectify or reconfigure existing content (Howard, 2021). Expanding on the aforementioned motives, Tancred et al (2020) provide additional insights into the motivations of female modders, emphasising self-oriented motives – for example, leisure or self-learning – or game-oriented motives – for example, a desire to adapt the game to their preference – rather than financial or social reasons.…”

Brand placements in video games: How local in‐game experiences influence brand attitudes

“…Nelson & Waiguny, 2012). Brand centrality can be defined as the extent to which “a brand takes a pivotal role and is placed as a central part” in the gameplay (Hofman‐Kohlmeyer, 2021, p. 75). Often, it is conceptualized as the “proximity/closeness of a brand to the primary task” within a game (Jeong et al, 2011, p. 62; Jeong & Biocca, 2012).…”