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UGC for mobile games: creators who play your game and get people to install it
For mobile game studios and publishers. Our team builds the campaign and writes the video scripts. Creators play your game, film their own session and publish it on their own TikTok, Reels and Shorts. They receive a fixed fee per validated challenge, plus a variable part per 1,000 views. From €2,000 per campaign, no subscription, price and terms set out in the commercial proposal.
From €2,000 per campaign, no subscription, price and terms set out in the commercial proposal
Why mobile games and short creator videos fit
People decide to install a mobile game after watching someone play it. A trailer can show the art. A creator's own session shows the opening of a match, a fail, and whether they want another round. We do not publish a share of game discovery that comes from short video: no primary source we checked gives that figure.
The market those installs sit in is large, and new downloads are harder to win. Newzoo forecasts the global games market at $213.9 billion in 2026, up 6.1% year on year. Sensor Tower puts 2025 mobile-game in-app revenue at $82 billion, up 1%, with 95,000 mobile games downloaded per minute, and says download growth has slowed. In France, the video game market reached €5.856 billion in 2025, up 2.9%. The mobile ecosystem was €1.792 billion, up 11%, or 31% of that market. Free apps, through in-game spending, made 94% of mobile revenue. In 2026, France has 38.7 million players, and 57% of them play on a smartphone, the same share as on a console.
Sources, checked 24 October 2026: Newzoo, Global Games Market Report 2026 (13 August 2026); Sensor Tower, State of Gaming 2026 (26 February 2026); SELL, L'Essentiel du jeu vidéo, 2025 market review (April 2026); SELL / Médiamétrie, Les Français et le jeu vidéo (October 2026, fieldwork 2 to 24 June 2026, 4,002 people aged 10 to 80).
What a mobile game campaign looks like with UGC Pocket
There is no self-serve brand dashboard. Our team builds the campaign and writes the video scripts, following the formats that suit a game. The campaign is a set of challenges. A creator joins straight away, chooses the accounts they will post on, films their own session and publishes the video on that account. They paste the link in the app.
Our team reviews every video. You can ask for changes through us. An agency can keep strategy and paid acquisition: the campaign adds creator videos next to that work, it does not replace the agency. An AI agent can prepare a draft through our MCP server, which you then confirm. See UGC Pocket for AI agents.
Peripherals, streaming gear and energy drinks stay on gaming UGC. A utility app, with a screen demo rather than a match, is on UGC for mobile apps.
Seven formats that work for games
These are brief shapes, not a promise about results. The hooks are examples to adapt.
First run reaction
The creator opens the game and reacts to the opening. You provide a fresh account so the tutorial is real.
Fail compilation
A hard moment, attempted more than once, with the creator's own commentary. The fail is the point, not a polished clear.
Can I beat this level
One named level or challenge. The video ends when they clear it or honestly stop.
Versus, or a duel
Two players, or two builds, on the same rules. Useful when the game is social or competitive.
Tier list
The creator ranks modes, characters or items they actually used. The brief says which names may appear.
Update or event reveal
A new mode, season or event, filmed on the live build. You send the patch notes and what must not leak.
Cozy routine
A calm session: decorating, collecting, a short daily loop. It fits games people play to unwind.
Script shape and opening lines: UGC script template and UGC hooks.
Fixed fee plus pay per 1,000 views
Creators are not paid on views alone. Each validated challenge pays a fixed fee, plus a variable part per 1,000 views, paid with the fixed fee once the cumulative view threshold is reached and the closing is validated. The challenge shows those conditions before the creator starts. Views are read once a day for 30 days, from the public statistics of the accounts they declared. Reposted videos are refused. Videos that do not follow the brief are refused too.
You make the videos and you do not publish a game? See the page for creators.
Clipping or original UGC?
The two are easy to mix up. A clipping campaign pays creators to cut and repost existing footage, usually per 1,000 views. Original UGC, here, means the creator films their own session and talks about the game in their own words. The phrase "game clipping" also means capture software, and a collision bug. This page means a clipping campaign.
Clipping is a strong fit when you already have a moment worth repeating and you want volume. It is a weaker fit when viewers still need to understand the game. A built, scripted campaign is the second job. The comparison, with what a public clipping platform actually offers, is in game clipping or UGC. A wider look at the payment model is in content rewards or UGC.
Roblox and UGC-platform games
On Roblox, "UGC" also means avatar items that players create and sell. This page is not about those items. It is about creator videos that show a game, including a Roblox experience, and send people to try it.
Roblox reported 123 million daily active users in the second quarter of 2026, up 10% year on year. Among users who had completed an age check, in the seven days ended 30 June 2026, 35% were under 13, 38% were 13 to 17, and 27% were 18 or over. The same letter says the company's updated search and discovery algorithm helped new games move from release to top experiences. That is discovery inside Roblox. A short video on TikTok, Reels or Shorts is a separate door, and we do not claim a measured share of it.
Because the audience is young, a paid video needs a clear advertising mention, and the brief must not push purchases at children. Formats, brief rules and free channels: how to promote a Roblox game on TikTok.
Source, checked 24 October 2026: Roblox, Q2 2026 shareholder letter (30 July 2026). Daily active users: 123 million. Age split: footnote, users who have age-checked.
What to provide
- A test build or a store link, on iOS, Android, or the platform the game actually lives on. A fresh account if the first session matters.
- Assets the creator may use: a logo, a short list of names, and the moments you want on screen.
- What must stay off screen: unreleased characters, real player data, prices you cannot stand behind.
- Install tracking: a tracked store link or a code per challenge. Views come from the public statistics of each post. How to read installs: how to measure a UGC campaign.
If you later run the videos as ads, usage rights are set in the commercial proposal. See usage rights and whitelisting and TikTok Spark Ads.
Budget: from €2,000 per campaign, no subscription
The public price is: from €2,000 per campaign, no subscription, price and terms set out in the commercial proposal. Nothing is billed before you accept that proposal. Details are on pricing.
When UGC Pocket is not the right fit
- You want a small test of a few videos, or your budget is under €2,000. A platform that sells videos one by one fits better.
- You want an unlimited volume of reposted clips. A clipping marketplace, where you or your agency publish the brief and fund a view-based pool, fits that job. See game clipping or UGC.
- The product is a keyboard, a mic or an energy drink, not the game itself. Start from gaming UGC.
Explore the 22 creator worlds.
Writing the brief: UGC brief template. The wider gaming niche, including gear: gaming UGC.
Questions mobile game studios ask.
Do creators post on their own accounts?
Yes. They publish on their own TikTok, Instagram Reels or YouTube Shorts account, declared in the app. Our team builds the campaign and writes the video scripts. The creator films their own session.
Can we pay per view only?
No. A creator receives a fixed fee per validated challenge, plus a variable part per 1,000 views, paid with the fixed fee once the cumulative view threshold is reached and the closing is validated. The challenge shows these conditions before the creator starts.
How do you avoid reposted videos?
Reposted videos are refused, and so are videos that do not follow the brief. Views are read once a day for 30 days, from the public statistics of the declared accounts.
Which platforms do the videos go on?
TikTok, Instagram Reels and YouTube Shorts. Most videos are vertical 9:16, other formats are possible.
Do you work with Roblox experiences?
Yes, when the goal is to get people to try the experience. On Roblox, the word UGC also means avatar items sold in the marketplace. A campaign here is a creator video of the game, not an item listing. The audience is young, so the brief needs a clear advertising mention and must not push purchases at children.
How do we track installs?
Views are read from each post's public statistics. For installs, use tracked store links and watch the install curve while the videos are live. The method is on how to measure a UGC campaign.
Ready to brief a mobile game campaign?
Tell us the game, the platform and the moment to show. Our team comes back with a commercial proposal.