UGC works because it does not look like an ad. The trouble arrives with volume: many creators, many rights, and a finish that does not match from one piece to the next.
LITE plan free forever. Creators join without taking a licence.
Updated: September 2026
It is worth separating two things that go by the same name. Real UGC is content users film on their own, and what has to be sorted there is usage rights. Produced UGC is content shot by creators with a native look, and what has to be sorted there is volume and consistency. Play has two pieces that work separately or together: Play Platform, where material from many sources is centralised with its rights and its versions; and PLAY /Services, with a network of more than 1,200 vetted professionals. You can start free with the platform alone.
At five pieces a month you can do it by hand. At fifty, everything that was not sorted becomes a problem all at once.
Each creator verbally agrees what can be done with their piece, where and for how long. When the campaign scales into paid media, nobody knows which content can be boosted.
Agreements, rights and assignments centralised on the project record, per creator and per piece.
Each creator delivers with their own colour, sound and pacing. The feed ends up looking like ten different brands, and the consistency is lost exactly where it shows most.
Post-production that unifies the finish without stripping the piece of its native look.
Transfer links, messages with compressed videos and emails with attachments. Gathering it, renaming it and filing it is manual work that grows with every creator.
Each creator uploads into the project as an external collaborator, at no cost and with no stray transfers.
Everyone gets paid about the same and it all gets measured in views. With no cost per piece and no traceability, there is no way to decide who to work with again.
Real cost per piece and per creator, inside the same project.
Play is a Production-Tech company: software and a production team in the same house. In UGC what helps most is order, and after that the creator network.
You work with your usual creators and use Play to centralise deliveries, rights and versions with no stray transfers.
Free on the LITE plan
See Play PlatformYou commission the batch and we produce it with vetted creators, with rights settled and a consistent finish.
Per project, on a transparent rate card
See PLAY /ServicesThe platform is your content system and the talent network is your creator pool, in the same place.
Platform included, production per project
Talk to the teamThe three ways are doors into the same place, and you can move between them without migrating anything. Most teams start at way 1 or way 2 and end up at way 3 once the content volume grows.
Different formats, with different rights and different costs.
| Variant | What it is used for | What has to be sorted |
|---|---|---|
| Product review | Social proof in organic social and in paid media. | Usage rights per channel and per term, settled before publishing. |
| Unboxing | Launches and acquisition on vertical channels. | Shipping logistics and a minimal script so the message lands. |
| Tutorial or how-to | Reducing friction at purchase and at first use. | Accuracy about the product without it looking like an ad. |
| Real customer testimonial | Maximum credibility in acquisition and on the website. | Image release, and verifying that what is said is true. |
| Variants for creative testing | Testing different hooks and openings on the same base piece. | High volume and low unit cost, with a consistent finish. |
| Brand creator content | Sustained presence with a recognisable face. | An exclusivity agreement, a calendar and long-term rights. |
What it takes for UGC to scale without getting out of hand.
What can be used, where and until when, stored alongside the material. That is what lets you boost a piece without hesitating.
Each creator joins as an external collaborator and uploads their piece into the project. Unlimited on every plan, the free one included.
Fifty pieces a month stop being fifty unnamed files. They are searched by what they show, not by what they are called.
The cuts and their variants stay ordered by version, with feedback anchored to the second.
Budget and spend inside the project, to decide who to work with again on data rather than instinct.
What publishes and when, shared with whoever runs media and with the creators themselves.
More than 1,200 vetted professionals across more than 20 countries. It is not an open marketplace: every profile goes through a selection process.
Post-production that unifies colour, sound and pacing without stripping the piece of the native look that makes it work.
Different hooks, durations and formats from the same material, which is what feeds creative testing.
When the creators come from our network, the scope of use is agreed in writing before shooting.
The flow is the same whether you produce or we do. The only thing that changes is who carries out step 3.
You open the project and describe the need. KAMI AI helps turn it into a structured brief, with formats, markets and dates, so that everyone is working from the same thing.
This is where you pick a way: your team produces it, your agency does, or PLAY /Services does with local talent. If you commission it from us, you get a fixed quote on a transparent rate card before anything starts.
Shoot, edit and versions in the same project. Approvals happen through videofeedback and public links, with no email chains. If PLAY produces, your Account Manager oversees every stage.
The finished piece and the raw footage stay in your library, tagged and ready to reuse on the next campaign.
Recurring shoots across multiple European markets under one coordination system: Barcelona, Rotterdam, Manchester, Oslo, Warsaw, Dublin, Madrid, Istanbul, Lyon and Stockholm, among others.
A centralised system for creating content quickly and consistently across multiple formats, channels and locations in Spain, with a single point of contact adapting each message to its audience and platform.
The full case studies, with the detail of each production, are on the services page. Download the full case studies.
The platform is paid per workspace, not per person, so bringing thirty creators in does not change the invoice. Production is quoted per project.
0 €
149 €/month /workspace
Custom
Access to Play Platform is included at no cost with every PLAY video production service. In other words: you can come in through the platform door and pay only for the software, or come in through the production door and take the software with it.
Annual billing works out at 10 months. Extra storage at 29 €/TB per month. In UGC the jump to PRO comes from file volume and from cost per creator: fifty pieces a month fill LITE, and without cost control there is no way to know who is worth working with again. See the full plan comparison.
Real UGC is filmed by users on their own, and what has to be sorted is usage rights. Produced UGC is shot by creators with a native look, and what has to be sorted is volume, finish and consistency. Almost everything called UGC in campaigns is the second one.
Agreements, rights and assignments are stored on the project record, next to the piece they refer to, with their scope per channel and per term. That is what lets you boost a piece in paid media without having to reconstruct what was agreed in a message.
No. External collaborators are unlimited on LITE, PRO and Enterprise, so thirty creators uploading material does not change the invoice. Only internal users are counted.
With post-production that unifies colour, sound and pacing without stripping the native look. Consistency is built in the finish, not by asking every creator to shoot the same way.
Yes. PLAY Talent is a network of more than 1,200 vetted professionals across more than 20 countries, with a selection process per profile. It is not an open marketplace.
Through cost per piece and per creator charged inside the project, from the PRO plan. Combined with your own performance data, it lets you decide who to work with again rather than paying everyone the same.
Open a free LITE workspace, invite the creators you already work with, and centralise the next batch there with its rights. The disorder is noticeably less from the first delivery.
The network of more than 1,200 vetted professionals
For when what bites is the volume and the pace of the calendar
How outside people join the workspace, and with what permissions
The sibling format, with more production and more guarantees
Corporate video production: stages, approvals with the board and legal, timelines and real cost per piece.
Commercial production: the shoot, versions by duration and market, and delivery on time with the cost under control.
Event filming with a local crew, fast aftermovie delivery and cutdowns for social.
Animated video production: when animating beats shooting, how the process works and what gets decided before starting.
Get started
Open your workspace free, invite the creators you already work with and centralise the next batch there, with its rights stored next to each piece.
No card required. Unlimited external collaborators on the free plan, and the platform included with every production service.