It's used for gaining points when you don't have enough skill to get them competitively.
Or when you're just not into competitive gameplay, and want to be able to create custom scenarios for RPing purposes.
Or when you want the Color Superiority achievement or just make sure no one steals your color.
Or when you need a name change ASAP to remove, say, a clan tag from your name.
It's pretty much a quick way to grind points away should you want to unlock something for a higher level than yours, but you don't have time, skill or just interest in playing competitive games.
Some people *cough* oxtheartist *cough* seem to have a lot of problems with it, though it's not much of a big deal. At the end of the day, points only matter up to level 56. But until you get there, making full use of game creation is pretty boring and annoying.