Positive Game Cultures Are Good Business

Key insights

6 takeaways

01
Games perceived as non-toxic generate 54% more monthly revenue from players aged 13–25 compared to those perceived as toxic.
02
60% of players have quit a game session or abandoned a game entirely due to exposure to hate and harassment within the community.
03
60% of players report having withheld spending money in a game as a direct result of negative treatment by other community members.
04
70% of players avoid playing specific games due to the negative reputation of their gaming communities.
05
While younger players (under 18) are more likely to take action against toxic environments, male players are more likely than female players to report changing their spending and playing behaviors due to toxicity.
06
Data collected by Nielsen from 2,328 North American respondents confirms that toxic community environments negatively impact both player engagement and total revenue.

Summary

This article, published in July 2023 by Take This, argues that fostering positive game cultures is a sound business strategy, directly impacting a company's bottom line. The central thesis is that toxicity in gaming communities leads to significant revenue loss and decreased player engagement. The analysis builds upon prior research indicating a 54% revenue gain for "non-toxic" games compared to "toxic" ones among players aged 13-25.

To further explore this relationship, Take This collaborated with Nielsen, surveying 2,328 adolescents and adults in North America regarding their experiences with gaming communities. Key findings reveal that 6 out of 10 players have quit a game or session due to hate and harassment, and an equal proportion have refrained from spending money in a game for the same reason. Furthermore, 7 out of 10 players reported avoiding certain games due to the community's reputation.

The research also highlights that younger players (under 18) are more prone to disengage from toxic communities, and surprisingly, male players were more likely than female players to report changes in spending and playing behavior due to toxicity. These results underscore that negative community environments directly reduce player spending, time commitment, and overall engagement, providing a strong business case for the gaming industry to prioritize reducing hate and harassment. A full report of these findings is currently undergoing peer review for publication.