How Multiplayer Online Games Foster Growth for Players, Brands, and Society

Vạc Xám

26-03-2025

“Kingfisher takes up the mission and convenes the village for a final decision: 
– We shall all join hands to visit Snake at his home. I will speak up on our behalf; if he doesn’t listen, we will battle it out with him right there.”

In “The Virtue of Sacrifice”; Wild Wise Weird [1]

Far from being mere entertainment, multiplayer online games (MOGs) have the power to create meaningful change—not just for players but for companies and society at large. A recent study by Wu and Chang [1] reveals how these digital spaces can cultivate self-awareness, brand loyalty, and even social connection.

Surveying 844 gamers, the researchers explored how players’ social interactions, confidence in gaming abilities (self-efficacy), and community engagement influence their personal growth and emotional ties to game brands. The study also introduced a unique angle: the role of charitable activities supported by gaming companies.

Key findings showed that social interaction during gameplay was the most influential factor, strongly enhancing both players’ emotional connection to the brand (brand intimacy) and their sense of connection with other players across the globe. Players who felt more confident in their gaming skills were also more self-aware and more engaged in the wider gaming community.

Interestingly, when game companies incorporated philanthropic initiatives—like fundraising quests or charity-driven in-game rewards—players reported stronger feelings of global connection and brand loyalty. However, the effects weren’t always positive. For players focused on honing their skill and game-specific topics such as gameplay, strategy, and emotional responses, unrelated charitable content sometimes disrupted their experience and diluted brand connection [2,3].

The takeaway for developers? Thoughtful integration is key. Charitable elements should align with game mechanics and appeal to players’ sense of purpose without distracting from gameplay. Encouraging self-reflection and designing socially engaging features can help games become platforms for empathy, collaboration, and real-world impact [4].

Wu and Chang’s research positions multiplayer games not just as digital pastimes but as tools for fostering human connection—showing that virtual worlds can help build a better real one [5].

References

[1] Vuong QH. (2024). Wild Wise Weird. https://www.amazon.com/dp/B0BG2NNHY6/

[2] Wu C, Chang CH. (2025). How multiplayer online games can yield positive effects on individual gamers, gaming companies, and society as a whole. Humanities and Social Sciences Communications, 12, 420. https://www.nature.com/articles/s41599-025-04690-6 

[3] Hamari J, Koivisto J. (2015). “Working out for likes”: An empirical study on social influence in exercise gamification. Computers in Human Behavior, 50, 333-347. https://doi.org/10.1016/j.chb.2015.04.018 

[4] Leary R, et al. (2007). Self-compassion and reactions to unpleasant self-relevant events: The implications of treating oneself kindly. Journal of Personality and Social Psychology, 92(5), 887-904. https://doi.org/10.1037/0022-3514.92.5.887 

[5] Nguyen MH. (2024). How can satirical fables offer us a vision for sustainability? Visions for Sustainability. https://ojs.unito.it/index.php/visions/article/view/11267