Based on an interview of Romain Hubert, CEO of Rivrs, published in Les Échos, France’s leading source for economic and business news
The video game industry, now exceeding $200 billion in annual revenue, is undergoing one of the most profound transformations in its history. This shift no longer relies solely on major studios but increasingly on the players themselves. As Romain Hubert, CEO of Rivrs, highlights, we are witnessing a cultural and economic revolution in which creation becomes decentralized and value flows directly between platforms and creators.
Roblox and the rise of the UGC economy
For decades, a handful of studios controlled capital, tools, and talent. Today, this centralized model is giving way to User Generated Content (UGC), driven by platforms like Roblox, Fortnite, and Minecraft, now functioning as the infrastructure of a global creative ecosystem. The numbers make this shift unmistakable: in 2024, Roblox paid out $922 million to its creators, compared to $350 million distributed by Fortnite Creative and UEFN. This dynamic reflects an emerging economy where distributed creativity is reshaping the industry’s foundations.
From players to player-entrepreneurs
Millions of players are no longer just playing, they are creating, publishing, and monetizing their own experiences. This shift is comparable to the rise of YouTube or TikTok, where creativity emerges from communities rather than from traditional producers. Every game, experience, or virtual item becomes a living asset, continuously improved, shared, and remixed. The most talented independents now generate revenues on par with traditional studios, marking the emergence of a new professional category: player-creators, genuine digital entrepreneurs.
According to 6Wresearch, the global UGC gaming market, valued at $12.4 billion in 2024, is expected to double by 2031, with annual growth above 10%. UGC is not a trend but a structural transformation set to redefine how the industry operates.
A strategic opportunity for Europe
The UGC economy does not belong to a single geography. It is shaped by platforms, creators, and communities operating at global scale.
The strategic priority is therefore not regional opposition, but alignment: building tools, partnerships, and economic models that plug directly into these global ecosystems. Those who move fastest, by supporting creators, lowering barriers to entry, and enabling cross-market distribution, will capture the most value in the UGC era.
