UGC in the Gaming Industry and Its Impact on Indonesian Game Localization

Gaming is an explosively growing industry where creativity and innovation are major keys to real success. It doesn't come from game developers' minds alone but from the players as well, whose extraordinary imaginations are waiting to unfold. That's where User-Generated Content, or UGC, steps in.

According to data from the Ministry of Communication and Information, in 2022 there were 174.1 million players in Indonesia. It is estimated that in 2025 there will be 192.1 million players.

This makes Indonesia home to the largest number of gamers in Asia, which means more players, more creativity! By tapping into the immense creativity of players, we can enhance the appeal and variety of games while also fostering their growth in unprecedented ways.

However, what does it actually mean to integrate user-generated content into a game? How can it be implemented effectively, and why should it be considered during the Indonesian game localization process?

What Do You Need to Know about User-Generated Content (UGC)?

This section explores the core of UGC, explaining what it involves and why it is important for Indonesian game localization.

What Is User-Generated Content?

UGC includes various forms of content, such as images, text, 3D models, and code, created by users on the platform where the content is published.

UGC has been present in video games for decades, but its reception wasn't always as good as it is now. One of the early forms of UGC was 'Mods', which were modifications made by players to existing games and often spread through third-party forums. These mods were usually considered illegal by game studios in the past, and many studios banned or punished those who created and used them.

Today, UGC-based games and platforms are some of the largest digital assets in the world. Games like Fortnite, GTA V, and Minecraft, which have implemented UGC-based strategies, and platforms like Roblox, one of the industry leaders with a UGC-focused business model, are just a few examples.

The Importance of User-Generated Content for Indonesian Game Localization

UGC has a major influence on the game localization process in Indonesia, as it involves the integration of local user-generated content into games, which can profoundly change the way of playing and create a more authentic gaming experience.

1. Boost Player Engagement

First and foremost, UGC’s integration in the localization of Indonesian games is paramount, as it has the power to drastically increase the engagement of local players rapidly. As this allows players to add to the game with content they can make themselves, UGC gives them a sense of ownership and pride in their creation. Not only does this engage players with the game itself, but it also makes them far more active and engaged with the gaming community at large. As a result, this can boost player retention and make the game feel more personal and relevant to local audiences, rather than just being a passive experience.

2. Improve Game Mechanics

User-generated content also often provides valuable feedback regarding game elements that work well and those that need improvement. Local players, as a source of direct feedback, can help developers identify areas that need improvement and suggest relevant changes. By taking this feedback into consideration, developers will be able to make adjustments and create innovations to improve the gaming experience, allowing it to evolve in such a way that better fits local players' needs and preferences.

3. Building Strong Local Player Community Base

Additionally, integrating user-generated content in Indonesian game localization is also very useful for building and strengthening the local player community base. By allowing players to create and share their own content, UGC fosters a sense of community and collaboration among them. Players team up to create a singular experience binding them with one another, all the while encouraging innovation and conquest of new frontiers in gaming. Moreover, with the creation of an outlet through which players can express themselves, UGC forms an active and dynamic community responsible for the next generation of game developers.

4. Diversify Revenue Streams

By localizing UGC, your gaming company can capitalize on the huge Indonesian gaming market (the largest in Southeast Asia) and meet the unique needs of Indonesia's unique audience segment. This also allows game developers to diversify across monetization models that can support revenue growth more sustainably, whether that be through subscription models, sponsored content, etc. User-generated content, such as modifications or new levels, can also be presented as premium items or special bonuses that increase revenue from in-app purchases.

Discussion about Gaming Trends in Indonesia That Influence the Use of UGC

Many users are looking for games with a social aspect as a way to stay connected with friends and family. This survey also revealed the unique behavior of Indonesian gamers on Twitter. One of them is that Indonesian game players on Twitter are also not too enthusiastic about chatting with other players for a long time in the game. Even so, Indonesian gamers focus on creating their fantasies through the characters in the games they play.

This shows the great potential of utilizing UGC for Indonesian game localization. Developers can focus on providing tools and platforms that allow players to create and modify characters and other game elements. Thus, players can make their fantasies come true and feel more connected to the game.

Case Study: Benefits of Promoting UGC for Gaming Apps

The following are some examples of game applications that are gaining popularity in Indonesia thanks to their success in promoting high-quality user-generated content:

Garena Free Fire

This mobile battle royale game, which is popular in Indonesia (and even the world), often highlights the best games and player-made montage videos on their official social media channels. This promotion features fun, skill-filled gameplay while rewarding talented players. This move attracts new users who want to join a dynamic community.

Mobile Legends: Bang Bang

Another example of a game application that has achieved success in Indonesia because of its strategy in promoting UGC is Mobile Legends: Bang Bang. MLBB has hosted various cosplay contests in various cities, where players dress up as their favorite in-game characters.

For example, MLBB Cosplay Fest 2022, which was held in Jakarta at Emporium Pluit Mall, has become the first large-scale offline event held specifically for Indonesian players since the COVID-19 pandemic.

By promoting the best cosplay on the official YouTube channel and official social media, the developers not only showcase the game's diverse and interesting character designs but also attract the interest of new players who are interested in the game's rich world. This cosplay contest succeeded in creating an active and passionate community, strengthening player engagement, and increasing the game's popularity in Indonesia.

Challenges in Integrating UGC in Indonesian Game Localization

Integrating user-generated content (UGC) into the game localization process in Indonesia presents various challenges and opportunities that you need to consider carefully. One of the main challenges is maintaining quality control of UC localization.

With millions of users contributing content, it is vital to ensure that the quality remains consistent and meets established standards. Bad or inappropriate UGC can ruin the gaming experience and reduce a game's appeal in the eyes of players.

Therefore, you must implement a strong moderation system. It will filter out inappropriate/poor content and, at the same time, encourage and show creative, high-quality content.

Another challenge to consider is that of intellectual property rights. If contents are made with copyrighted material and an appropriate license is not in place, IP infringement may arise for a player creating content. You must be certain that user-generated content does not infringe third-party copyright and create legal issues. Therefore, as a game developer, you must provide clear guidance on IPR to your localization partners and provide tools or resources to help users understand applicable restrictions and conditions.

The next challenge is the nuances of language. Every year, new slang and abbreviations always appear in the conversations of Indonesian gamers. If translated literally, the results are often unclear or even confusing. Therefore, apart from using machine translation, which can speed up the process, you need a game localization partner who has a team of native Indonesian speakers, so they are able to moderate and evaluate the translation. This approach is critical to ensuring that the resulting content remains relevant and easy to understand for local audiences.

Key Takeaways

In the fast-moving world of online games, user-generated content has emerged as the driving force behind the success of game applications in entering new markets, including the Indonesian market. Starting from social media platforms (whether in the form of gameplay, streaming, advertising, tutorials, fan creations, etc.), modding, skins, cosplay, etc.

By translating content into Indonesian, adapting to its cultural nuances, and partnering with experienced Indonesian game localization partners, you can create immersive and personalized experiences that appeal to diverse audiences in a country with a large gaming market potential.