The paradox lies in user-generated content’s power: it is trusted and persuasive because it’s raw and uncontrolled, yet marketing teams need strategic frameworks, consistency, and reliable metrics to justify spend and optimize campaigns.

Overly curated approaches kill authenticity; hands-off approaches breed fragmentation and risk.

This leaves game companies caught between losing credibility with gamers and failing to demonstrate UGC’s marketing value to stakeholders.

Current workflows lack the technology and processes to discover, vet, organize, and distribute high-impact UGC at scale—especially across multiple platforms and languages.

Legal, moderation, and attribution challenges further complicate integrating UGC into official marketing while respecting creators’ rights and communities.

Social listening tools and influencer agencies offer partial solutions but focus on influencers or basic monitoring, not holistic UGC curation or operational integration.

Manual processes are labor-intensive and don’t scale; most platforms lack mechanisms for automated curation, vetting, and legal clearance.