Erika Mariko Olsen

I'm happy to welcome Adam Orth, Charlotte Cook, and Cisco Maldonado to our Midwest Games team. As we grow the business and global opportunities to help game publishing and dev teams succeed, adding even more experienced leadership expands our capabilities in many exciting ways. Ben explains the details well in his post below, but as a final point I'll just say it is great to have this momentum and extra horsepower heading into GDC. Can't wait to talk with folks there about the opportunities that may come from partnership!

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User Generated Content, Platforms, and Community From my conversations with publishers and developers in 2025, at DICE, GDC, and even with those who attended Gamescom, it is apparent that the industry is aligning around a cautious but clear set of priorities. Publishers are under pressure to validate demand earlier, lower risk, and build toward models that sustain communities long after launch. A major theme is user generated content. UGC is no longer niche, it is mainstream. Publishers and developers see value in games that naturally generate its own content, clips, streams, and viral moments because they cut down marketing spend and keep communities active. Bain’s 2025 global gaming report reinforces this, noting that younger audiences now prioritize customization, creativity, and social connection over visual fidelity. Yet in my own discussions, publishers repeatedly stressed that while UGC is important, the OWNERSHIP of the platform is the real goal. The titles that become platforms for creativity and social interaction capture double-digit annual user growth and become the center of gravity for both players and creators. Publishers want to be in control of that ecosystem, not just supply content for someone else’s. Market testing through trailers was another recurring point. Instead of building a full vertical slice, teams are creating strong trailers to measure early traction. If wishlists follow, development continues. If not, the project is cut. This aligns with Bain’s finding that traction matters more than originality. Without proof of demand, even the most creative concepts rarely move forward. Sequels remain strong bets, but publishers expect them to evolve. Nostalgic IPs are also being revived in new forms, which is part of a broader trend of franchises expanding across media. Cross-media IP has measurable impact, with acclaimed film or television adaptations lifting game engagement by nearly 70 percent. New IPs are still possible, but the bar is higher. They need a fresh mechanic or a theme that resonates immediately. Publishers are blunt that traction must be visible through wishlists, demo data, or community activity. Discovery has also shifted. 24% of players find games through influencers compared to just 12 percent through storefronts, pushing developers toward direct-to-consumer distribution. The broader context matters. The global market reached $219 billion and is to grow 4 percent annually through 2028, but growth is concentrated among titles that act as platforms. Independent studios, moving faster and with fewer legacy costs, are thriving, while traditional AAA teams are weighed down by budgets and tighter margins. Taken together, the message is consistent. UGC is mainstream, but publishers are prioritizing platform ownership. For new IPs, innovation, clarity, and tangible traction are no longer optional, they are requirements.

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