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

Take This’ most recent research paper is now available: Toxic Gamers are Alienating Your Core Demographic – The Business Case for Community Management.

The goal of this research was to better understand the financial impact of toxic gaming communities. Earlier this year, Nielsen polled 2,328 teens and adults in North America about their experiences with toxic gaming communities and how those experiences influenced player engagement and spending in those spaces.

Nielsen collected this data through their Video Game Tracking Service and provided it to Take That through its Data for Good program. If you’d like to learn more about VGT and how you can leverage it reach out to vgtinfo@nielsen.com

Some highlights from the study:

Males are more likely to quit a game because of harassment than females. 42% of all males have quit a session or quit playing permanently because they were subjected to harassment at least sometimes

Younger players are more likely to take action against groups that are toxic. Players under 18 are more likely to avoid spending, leave groups, or not join toxic groups.

You can download the full report here or view in the PDF viewer below.

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