Tech Desk 
Sep 23, 2024
Electronic Arts (EA) is gearing up to take the gaming experience to the next level with its innovative AI-powered User-Generated Content (UGC) program. This inventive technology allows the players to create original game content in real-time, simply by using simple voice commands or text prompts.
What is User-Generated Content (UGC)?
In gaming, UGC means content created by the players in the form of modified levels, characters, or game modes, for instance. It adds up to more and better gameplay and enhances engagement in different games with endless creative possibilities.
EA's UGX program
At Investor Day, Chief Strategy Officer Mihir Vaidya also demoed the early concept of Ultimate Gaming Experience (UGX). The demo is where in just a couple of minutes two players can create an impromptu level in a sandbox game through voice commands.
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Players can build game maps, increase complexity, generate characters and in-game items, and create custom game rules.
UXG Key features:
- The creation of real-time content without coding expertise.
- Remixing in-house EA assets, 3D models and game systems
- Social game experiences through collaborative content creation
- UGX developer opportunities for chart-topping IPs
The use of generative AI in gaming has sparked controversy, with concerns about job security and creative ownership. However, major stakeholders like EA and Square Enix are embracing this technology to enhance player experiences.
Benefits of AI-powered UGC
- Increased player engagement and creativity
- Endless content possibilities
- Reduced development time and costs
- Potential for new revenue streams
