Open Innovation for Virtual Worlds: A Design-Driven Theoretical Framework for the Creation of User-Generated Experiences

The rising popularity of platforms such as Roblox, Decentral and, Fortnite, commonly referred to as Virtual Worlds (VWs), brought the creative community to a paradigm shift. Users are no longer passive consumers of pre-designed content; instead, they have become active contributors of user-generated content (UGC). Within this context, user-generated experiences (UGEs) have emerged as a relevant object of creation, engaging hundreds of creators in collaborative development while unlocking new business opportunities and design directions. Building on principles of Open Innovation and User-Centered Design, this contribution proposes a design-driven framework that integrates Open Innovation, spanning across co-creation, co-design, co-production processes and the Double Diamond model, extending existing theory by introducing specific design phases tailored to UGE creation. Through a comparative analysis of the three VWs mentioned above, the study identifies key insights and challenges that inform the framework, enhancing creativity, inclusivity, and business potential. The framework is further validated through academic literature and case study findings, offering a structured approach to participatory innovation in digital environments achieved through the creation of user-generated experiences.