Insight
2024-08-02
Addressing Toxicity & Promoting Inclusivity in Gaming
The gaming community, while often a place for camaraderie and shared passion, can sometimes be marred by toxicity. This issue isn't new, but its impact is growing as online multiplayer games become more popular.
Offensive language and harassment escalate to more severe actions like doxxing—revealing personal information about someone online without their consent—and swatting, which involves prank calling emergency services to trick them into sending a SWAT team to someone’s address.
Some game developers, like Riot Games, are increasingly recognising this problem. They’ve recently banned toxic players from ranked games in League of Legends, a bold move towards a healthier community.
But the question remains: will these measures be enough?
Women in Gaming: A Battle for Respect
While toxicity affects all gamers, women often bear the brunt of the abuse. Deloitte Digital Media Trends survey shows that they frequently deal with harassment and discrimination too. From being underestimated to receiving unsolicited comments about their appearance or gaming skills, the road for female players is often rocky.
This hostility can discourage many from participating fully in the gaming community, leading to a significant gender imbalance. The industry must address this issue head-on.
As efforts to create more inclusive spaces and promote diversity are gaining traction, game developers are also taking steps to address these issues. Just recently, the team behind Valorant conducted a study to understand why some players engage in toxic behaviour. Their findings are being used to develop more effective moderation tools and foster a more welcoming environment for all players. In this instance, highlighting the importance of diversity is not just a moral imperative but also a strategic advantage.
Heather Deacon, our Client Services Director and ambassador for Women in Games, agrees:
“If for no other reason than for profit’s sake, developers need to tackle this inclusivity issue. Female mobile gamers in the West outspend their male counterparts by an average of $22.93 - that’s a spend you want to nurture. If the same trend can be pursued in console and PC gaming, that is a huge opportunity. Considering that 41% of players say they’ll avoid games that aren’t inclusive for them, developers are already looking to change the fact that in 2021 only 12% of next-generation video games exclusively feature a female protagonist, but there is still a job to do in the communities that promote long term player investment.”
That being said, long-term change requires a collective effort. It's not just up to the game developers; players themselves play a crucial role – as communities often reflect the behaviours they tolerate.
The concept of ‘every game has the community it deserves’ rings true. If a developer actively works to minimise toxicity and promote positive interactions, the community will likely follow suit. Conversely, neglecting these issues can lead to a toxic culture that drives players away.
One approach is to empower fans and communities. Passionate fans can become the greatest advocates for positive change. Just look at Larian’s rise to fan-powered fame through keeping tabs on emergent fan activity and expertly steering community moments, going as far as winning at The Game Awards for ‘Best Community Support’.
Jana Beck, our Senior Strategist and expert on community, says:
"Something I have observed in the GaaS landscape is developers often seem to fall into a trap of thinking fan-first means pandering to the community. As a result, they tend to shy away from addressing toxicity in their midst with clarity. But if you want your community to uphold certain standards, you cannot leave any grey areas. Toxicity is a learned behaviour stemming out of a deeper need - be clear with your community, and work with them to show them a different way to behave to meet their goals."
Similarly, even games like League of Legends are shifting towards taking community feedback more seriously and seeking player input on how to handle those who disrupt the gaming experience. This collaborative approach is essential for meaningful change.
The Path Forward
Despite the challenges, there is hope. The industry is evolving, with more companies recognising the importance of managing toxicity and fostering inclusivity. Initiatives like those from Riot are paving the way for more positive gaming communities.
Platforms dedicated to supporting women in games, such as female-only tournaments and mentorship programs, are making a difference. As Deloitte's survey suggests, the demand for diverse and inclusive gaming experiences is growing.
Players are no longer content with the status quo; they want change, and they are willing to fight for it. By embracing new tools, fostering positive communities, and addressing the historic challenges faced by specific groups of players, the gaming industry can not only survive but thrive, offering richer, more engaging experiences for all.
After all, the heart of gaming lies in the people who play them. ❤️🎮
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