Toxic Gamers Are Alienating Your Core Demographic: The Business Case for Community Management

Key insights

5 takeaways

01
70% of players have avoided playing specific games entirely due to the reputation of their communities.
02
42% of male players have either quit a gaming session or stopped playing a game permanently as a direct result of experiencing harassment.
03
Younger players (under 18) are significantly more likely to take active measures against toxicity, including avoiding in-game spending, leaving groups, or refusing to join toxic communities.
04
The research, conducted by Nielsen using data from 2,328 North American teens and adults, confirms that toxic behavior has a measurable negative impact on player engagement and revenue.
05
Effective community management is positioned as a critical business necessity to protect the core demographic and mitigate the financial risks associated with toxic environments.

Summary

This research report, published in August 2023, investigates the financial repercussions of toxic gaming communities and advocates for the business case of community management. The study, conducted by Nielsen through its Video Game Tracking Service and provided to Take This via its Data for Good program, surveyed 2,328 teens and adults in North America. The primary objective was to quantify how negative experiences within gaming communities influence player engagement and spending.

Key findings indicate a significant impact of toxicity on player behavior. Notably, 42% of all male players reported quitting a game session or permanently abandoning a game due to harassment. Younger players, specifically those under 18, demonstrated a higher propensity to take action against toxic groups, including avoiding spending, leaving groups, or refraining from joining them altogether. A substantial majority, seven out of ten players, admitted to avoiding certain games entirely because of the community's reputation for toxicity.

The report underscores that toxic environments not only deter current players but also prevent potential new players from engaging with games, directly affecting revenue and player retention. The geographic scope of the data is North America, focusing on the broader video game industry segment. The methodology relies on a large-scale survey, providing quantitative evidence of the link between community toxicity and financial outcomes for game developers and publishers.