Using Battlefield as an example, this talk will: examine the importance of user-generated video content in today’s games landscape, identify some ways in which to work well with Youtubers and Streamers from both development and marketing points of view, as well as highlight some of the key pitfalls to avoid.

1. ONLY IN BATTLEFIELD

2. HERE GOES THE DICE IMAGE

3. YOU ?
DEVELOPERS?
PUBLISHING/BUSINESS?
STUDENTS?
MEDIA?

4. AGENDA
1. A BIT OF HISTORY
2. BATTLEFIELD & UGC
3. SOME MORE CONSIDERATIONS
4. QUESTIONS
@werejul

5. ONCE UPON A TIME, IN 1999

6. A BIT LATER, IN 2002

7. 2011, THE STARS ALIGN
”ONLY IN BATTLEFIELD”

9. 2013, BATTLEFIELD 4
• PLAYERS ARE ACUTELY AWARE OF THE DIFFERENCE BETWEEN
CGI/PRE-RENDERED FOOTAGE AND REAL GAMEPLAY
• USER-MADE ASSETS WILL ALWAYS BE BETTER THAN YOURS
(UNLESS YOU LIMIT THEM)
• TRUST IN TRADITIONAL MEDIA AND ADVERTISING IS FADING
• THE #1 SOURCE OF INFORMATION FOR GAMERS IS OTHER
GAMERS

11. OPTIMIZING FOR CONTENT CREATORS
CONTENT
ACCESS
VISIBILITY

12. STEP 1: CONTENT
MAIN TYPES OF USER-GENERATED VIDEO CONTENT:
• INFORMATION & GUIDES
• FUN/ENTERTAINMENT
• HIDDEN GEMS/UNEXPECTED
• PERFORMANCE
CONTENT CREATORS ARE LOOKING FOR VIEWERS
USERS ARE SEARCHING FOR WHAT THEY CAN’T FIND IN THEIR DAY-TO-DAY
EXPERIENCE

13. CONTENT – HIDDEN GEMS

14. CONTENT – FUN

15. CONTENT – PERFORMANCE

16. STEP 2: ACCESS
OPEN/CLOSED BETA
PREVIEW CODE
CAPTURE EVENTS PUBLIC SHOWS

17. STEP 3: VISIBILITY

18. UGC ISN’T CONTROLLED CONTENT
THERE IS NO AVOIDING THE RISK
EMBRACE IT

20. IT’S NOT JUST GAMEPLAY

21. UGC AS A SERVICE
• Community videos primarily drive engagement.
• Like in all relationships, the community requires you to spice things up.
New content Community activation Ongoing contact & access

22. LIVESTREAM – THE NEW FRONTIER

23. SUMMARY
DESIGN YOUR GAME FOR THE VIDEO COMMUNITY
GIVE CONTENT CREATORS ACCESS
SUPPORT THEM WITH VISIBILITY
BUILD A RELATIONSHIP, SPICE THINGS UP
DON’T TRY TO TAKE CONTROL, EMBRACE CHAOS

26. KEEP IN TOUCH
@werejul
linkedin.com/in/juwera/
slideshare.net/Juwera

27. JOIN US SLIDE