Take This & Nielsen, in their new report, have conducted a detailed analysis of how toxic players affect the overall profitability of a particular game. To do this, the company surveyed 2,048 players of different ages and gaming preferences. What came out of it - let's look at it together.
Safety in games in general is of great importance to the creators of all online games, but it is arguments related to finances that lead to rule changes and even mass bans! Let's take a brief look at the most important elements of this study:
Safety in games in general is of great importance to the creators of all online games, but it is arguments related to finances that lead to rule changes and even mass bans! Let's take a brief look at the most important elements of this study:
- 3 out of 4 players believe that it is crucial to feel safe in games. This trend is equally popular among both men and women.
- Safety is a more important element for younger players than for older players.
- 1 in 10 players feel that the gaming environment is unsafe or extremely unsafe for a comfortable experience.
- according to every 4 players, there is no place for insults and hatred in games. At the same time, this thesis is supported more by women.
So what about the impact on gaming revenue?
The problem is that toxic players have an extremely negative impact on the overall game, its revenue and the total number of interested players. Actually, it is because of toxic players that developers often lose quite a good part of their potential income. And now to the numbers:
- 21% of players spend less time in games with a toxic community. Less time means less overall stats and fewer potential customers.
- 22% refuse to pay at all in such games, which is a loss of almost one fourth of potential revenue!
- 3 out of 10 players will leave the game lobby if they encounter any kind of abuse.
