And the bad news? As we’re seeing on social media platforms, allowing bad actors to continue unchecked could have consequences on the platforms. That might be in the form of greater scrutiny from outside the industry. Or it could come from gamers who just decide enough is enough and take their entertainment dollars elsewhere.
If their concerns remain unaddressed, continued negative experiences will diminish people’s enthusiasm for gaming. And they will–and do–take action in response. Thirty-seven percent of women and 32% of men have quit a video game because of bullying. And more than half of all gamers know someone else who has quit.
Word gets around too. Four out of ten gamers say that they have spoken negatively about a gaming company because of how the company responded to concerns about bullying.
The experience imperative
Gaming experiences are increasingly becoming similar to those on social media platforms, where attracting and retaining users are key drivers of success. Fostering healthier and more inclusive gaming spaces is not only the right thing to do–it can also become a clear differentiator.
The industry is engaged in this important area, and actively working to make experiences better. It’s a challenge, of course. After all, this is a very dynamic market, with gamers playing across many different platforms, often concurrently. And, unlike social platforms, many of these gamers are paying customers.
Learning from the experience of social media platforms could be useful. There’s an opportunity to take advantage of solutions and approaches across AI, moderation, enhanced transparency and increased industry collaboration.
Some leading gaming companies are setting a great example. A case in point, RIOT teaming up with hundreds of other organizations in the industry to join the
Fair Play Alliance, a global coalition of gaming companies that want to bring more inclusive experiences to players everywhere.
RELATED: Watch the replay of Accenture’s panel discussion during GamesBeat Summit on “The gaming industry’s ‘duty of care’ in keeping players safe.”
Coming up next
In the next installment in this series, we’ll be focusing on some of the innovative solutions and approaches that we believe can help gaming companies to address gamers’ concerns in a market that is changing fast. In doing so, they’ll help to build an even bigger – and more inclusive – industry which creates space for everyone to play.