Combat toxic gameplay by shifting the mindset

The rise of toxic gameplay

As social distancing practices during the pandemic took a toll on the general population, many people turned to games and gaming communities as a social outlet. Amid the mental and emotional stress of lockdowns and social distancing requirements, the pandemic seemed to underscore the value of socialization in digital worlds. Valued at $159.3 billion in 2020 and $180.3 billion in 2021, the gaming industry experienced sustained—and even accelerated—growth.

But virtual worlds can also attract the downside of physical life. As the gaming industry grows, so can instances of toxic gameplay such as bullying and harassment. As of February 2024, 83 million of the 110 million US online multiplayer gamers had experienced hate and/or harassment in their online games in the past six months.

Where does the responsibility for gamer behavior truly lie? Some argue that the onus for controlling toxic gameplay lies with the game creator, while others believe governments have a role to play.

Many publishers have already taken steps to address toxic gameplay. While their efforts are important, they may only breach the tip of the toxic iceberg. Read our full report to learn how behavior science can combat toxic gaming and encourage positive behavior in gaming communities.

Envisioning a solution to toxic gaming

Today, the approach to addressing toxic gameplay is largely reactive and based on punishment. Players who violate community guidelines, harass others, or otherwise participate in poor social conduct often receive temporary restrictions. These methods of punishment are critical to removing a toxic player from the gaming ecosystem immediately, and in the short term, they can be effective. However, these are often brief, with full gameplay capabilities restored after a defined period and only the most grievous of behaviors resulting in permanent bans. This likely does little to create long-term behavioral shifts.

To help combat toxic gameplay, long-term behavioral shifts should occur via new habit formation. To help achieve this, any potential solution should consider supplementing the current punishment schema with behavioral science to craft a system that considers prioritizing three key tenets:

1. Habitual journeys over one-time interactions. Building habits that “stick” requires both proactive behavioral sensing to help players avoid “indulging” their bad habits, as well as strategically written and enforced codes of conduct rooted in positive reinforcement that rewards the player for demonstrating the desired behavior.
2. Proactivity over reactivity. In the gaming ecosystem, prompting appropriate behavior through pre-correction (such as dialogue boxes) is intended to remind those at risk of failure (e.g., players who have previously demonstrated toxic gameplay) of the desired norms before their behavior can deteriorate into the realm of “disruptive.”
3. Positive reinforcement over punishment. Taking a positive reinforcement approach over a negative reinforcement approach has been demonstrated to create more immediate, long-lasting effects as we seek to stimulate the reward pathway in the brain.

Gaming communities should shift the behavioral norm via a system that nudges players—morally and ethically—in the right direction prior to the exhibition of any toxic behavior while rewarding them for doing so, encouraging the formation of new, positive behaviors and habits that “stick.”

Creating change in gaming communities with behavioral science

Considering the global scale of the gaming industry and the social interactions therein, adapting game mechanics and codes of conduct to adhere to the tenets of proactivity and positive reinforcement may not be easy and could rely upon viewing the act of breaking habits and changing behavior as a science.

The COM-B model, developed in 2011 by Susan Michie, Maartje van Stralen, and Robert West, is a framework to consider when thinking about how to design and implement new approaches to anti-toxic efforts and codes of conduct.

The model takes into consideration that human behavior is complex and comprises many influencing factors. It has defined the long-term capacity for behavior change (B) as a factor of an individual’s capability to change (C), opportunity to change (O), and motivation to change (M). In other words, a change in behavior (B) = C + O + M. The criteria of all three pieces—capability, opportunity, and motivation—should be present and met before human behavior can change and persist.

Capability

Within the COM-B model, a person’s capability refers to their individual psychological and physical ability to participate in the change that is taking place. This can be a challenging component of the model as, within the context of gaming, we are asking the question: “Does this player understand what it means to be positive in the way we want them to be?”

Opportunity

Opportunity refers to the external factors that enable a behavior, making it possible. In other words, is there a chance to demonstrate positive behavior within the game itself? For example, in some online games there are opportunities built into the game mechanics that enable players to demonstrate positivity (e.g., using positive emotes like salutes, handshakes) and receive rewards in return.

Motivation

Motivation refers to both the conscious and unconscious psychological processes that inspire behaviors. This is due to motivation addressing the concept of “want” and turning certain behaviors from something they need to do, to something they want to do. It is also important to note that not everyone will react the same way to behavioral interventions. In other words, not everyone is motivated to change their behavior in the same way.

Pulling it all together

Ultimately, creating long-lasting changes in human behavior may not be easy. But finding ways to encourage positive behavior that “sticks” is likely important to enabling the spread of positivity through a population. Fleeting moments of kindness may not be enough to shift the norm and expectation of the gaming ecosystem to demand positivity.

However, by working to ensure that players can understand expectations, demonstrate desired behavior, and are provided sufficient motivation for retaining it, good habits could slowly and surely begin to shift the social norms.