THE PRESENT LANDSCAPE Today, gamers expect high levels of customisation in everything they play, often down to the building blocks of the game itself. The rise of user-generated content (UGC) has further revolutionised self-expression in gaming with extremely popular titles like Fortnite, Roblox and Minecraft thriving on offering extensive creator tools and easy-to-use customisation options. More than just games, these titles have become entire ecosystems where players can create and share their own games, items, and avatars. This community-driven approach to game development, where players are both consumers and creators, is now fundamental to multiplayer experiences. Even before the launch of its creator offering, Fortnite both
mirrored and spawned pop culture trends through movements like ‘Get Griddy’, ‘Surfin’ Bird’ and ‘Take the L’. These emotes can prove incredibly popular and have a much longer shelf life than you’d expect. For example, ‘Get Griddy’ was released in April 2021 and remains the most used Fortnite emote, over 3 years later.
The Kinetix AI Emote Creator allows OVERDARE players to
generate custom animations from videos
A recent report by Roblox found that 56% of surveyed players on
the platform prioritise styling their avatar over themselves in the physical world. For older Gen Z (ages 22-26), this figure rises to 64%. This underscores the importance of self-expression and character customisation for both Gen Z and Gen Alpha. Research from Isbister supports this, noting that role-playing in video games allows players to try on different identities, which can help form meaningful, non- virtual relationships. This is evident in the rise of role-playing or ‘RP’ on GTA V, where
custom servers and mods enable players to express themselves authentically through their characters or even nurture a new persona entirely. Gaming is not just a space for self-actualisation; it is also a place where people can escape the limits of their physical bodies and lived experiences. The game’s active player base has more than doubled from 13.1 million in June 2020 to 27.8 million in June 2024, highlighting the power of UGC and the avenues self- expression it can enable. The market demand for customisation and personalisation
within games is clearly significant. Players spent over $50 billion on in-game items and cosmetics in 2022 alone, demonstrating the commercial potential of self-expression tools. This growing element of the gaming market encourages game developers to integrate greater customisation into their games, driving monetisation through microtransactions and in-game purchases (though it must be this business model is far from universally popular among gamers).
“Players spent over $50 billion on in-game items and cosmetics in 2022, demonstrating the commercial potential of self- expression tools”
LOOKING AHEAD Self-expression in gaming will continue to evolve and become ever more sophisticated. With rapid developments in generative AI and machine learning, we can expect more dynamic customisation options that adapt to player preferences in real-time. Virtual and augmented reality will further blur the lines between digital and physical self-expression. In the near future, we will see online multiplayer worlds where human characters and AI NPCs co-exist and are virtually indistinguishable from one another. AI is also playing a significant role in empowering creators and
platforms like GDevelop, which allows users to make games from scratch without any coding knowledge. One of the latest frontiers in personalised self-expression is user-generated emotes (UGE). Kinetix enables players to create and upload custom dances, celebrations, and movements, allowing them to showcase unique, personalised emotes that reflect their individual styles. “The Kinetix AI Emote Creator allows OVERDARE players to
generate custom animations from videos” For game
developers, investing in robust and unique personalisation features is becoming essential. These features not only attract players but also drive monetisation, retention, and ultimately, player loyalty. As we enter the middle of the decade, these features are becoming less of a rarity as companies now offer technology that can be seamlessly integrated into almost any game, providing players with a truly unique gaming experience. Self-expression has become a fundamental pillar of the gaming
industry, reflecting broader cultural trends and technological advancements. As players continue to seek deeper, more personalised experiences, game developers must innovate and expand their customisation offerings to meet these evolving demands. By embracing self-expression, the gaming industry can build stronger communities, drive engagement, and create lasting, meaningful connections between players and their virtual worlds.
August/September 2024 MCV/DEVELOP | 33
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52
