When cocreation turns into codestruction

New creative paradigms are emerging where digital consumer communities become endeavours for the coc- reation of value. This paper contributes to consumer innovation studies and the marketing literature by revealing that while competition in early-stage communities generates collaborative behaviours (i.e. cocreation process), beyond a certain threshold it enacts discontent (i.e. codestruction process). The empirical context concerns the complementary game modifications (“mods”) for video game engine platforms. The research adopts a multi- method methodological approach. A quantitative study shows that an expansion of online consumer innova- tion communities initially motivates consumer towards cocreation but the competitive pressure exerted by the raising number and quality of already existing mods limits the innovation process. A qualitative netnographic study unveils that the motives for the decline of consumers content generation lies in the perception of mis- behaviours within the community in terms of lack of support, content appropriation, planned obsolescence, stealing, fierce competition, toxic behaviours, addiction to modding and exploitation.