User-generated content, particularly in an age when advanced technology is accessible to all, is an inevitability. The case brings up difficult questions for content marketers. I’m so happy that you’ve seen this My heart is racing faster than the pitter-patter of Sonic’s feet.” The fan in question, YouTube user name SuperSonic68, responded: “I…I don’t know what to say. In this case, Sega has recognised the quality of the content and embraced it. Nintendo, for example, has recently shut down a fan version of its game Metroid 2 – although not before fans had heavily shared it across the web.īut Sega has gone step further than simply not discouraging user-generated content – it has actively encouraged it. By invoking the DMCA (Digital Millennium Copyright Act), the company endeared itself further to its audience, while lightly mocking the more hardline tendencies of its rivals. Gaming enthusiasts and fans of Sega quickly leapt upon the comment – liking it and responding enthusiastically. Under a 25-minute clip of footage from the game, posted on YouTube, Sonic the Hedgehog’s official account commented: “Brb. One of many fan-made video games to appear online in recent months, Sonic Fan Game – Steam Train attracted the attention of the makers, and copyright holders, of the original game. Homemade video games created by fans are sprouting up everywhere, and Sonic the Hedgehog approves