September 21, 2023

The Language of Gamers

The Listening-at-Scale Challenge

Customer and audience understanding are undoubtedly the core of any successful strategy, whether you’re a brand, a political party, or a not-for-profit organization.

But how do we ensure that we’re listening to the right people, that the data is representative, that it’s high quality, and that it allows for the creation of insights that are both differentiated and actionable?

Reasons Why Social Listening Alone Isn’t Enough

  • Representation: Social listening data is valuable but it represents the views of a relatively small number of people who discuss brands or organizations on social media. (When’s the last time you waxed lyrical about your laundry detergent on Instagram?). Here are a few reasons why:
  • Access: People move across social platforms, only some of which (like X/Twitter or Instagram) are readily accessible to listening. Others (like WhatsApp or even WeChat) aren’t. Also what about all of the real-world conversations, texting, and FaceTime-ing?
  • Listening: Major social platforms can be under-representative of people in marginalized groups and of conversations about sensitive topics by all but the most committed partisans.
  • Engagement: It’s difficult to ask questions of social platform posters and engage them in conversations at scale.

Video Game Community Case Study

It’s clear that the video game industry is one of the most important providers of media and entertainment, captivating hundreds of millions of players worldwide. Yet, it’s also clear there’s an issue that threatens the enjoyment of many gamers: toxicity within gaming communities.

A Glimpse study revealed a disconcerting fact: that over 70% of female, BIPOC, and LGBTQ+ gamers have reported encountering toxic behavior while engaging in their favorite pastime. It is crucial to shed light on this persistent problem, understand its scope, and explore potential solutions, both because it’s the right thing to do and because (as our research revealed, gaming companies are losing out on substantial revenue opportunities.  

The Elusive Nature of Gaming Toxicity

Toxicity in gaming communities manifests in various forms, from derogatory slurs and hate speech to cyberbullying and harassment. Many gamers, especially those from marginalized backgrounds, have had their experiences marred by these negative interactions. The question is: How widespread is this issue, and what can be done to combat it?

In collaboration with the Ayzenberg Group, a leading creative agency in the gaming industry–and especially Jocelyn Harjees, VP of Insights & Analytics at Ayzenberg, who co-sponsored, strategized, and presented initial findings with us–Glimpse embarked on a project to delve into the culture of gaming communities. The Fair Gaming Alliance had previously asserted that studying these communities was a daunting task due to the lack of scalable interviews, representative social listening, and comprehensive traditional surveys. However, Glimpse uses an approach that enables us to identify specific areas where improvements are warranted.

Listening to Gamers at Scale

Glimpse harnessed the power of generative AI to truly listen to the language of gamers, their emotions, and their experiences on an unprecedented scale. This methodology allowed us to uncover patterns and extract invaluable insights that were previously hidden from view. Our commitment to understanding the nuances of gaming culture led us to the heart of the matter - the experiences of gamers themselves. By doing so, we not only address issues but also create the possibility of working together with gamers and with game publishers to create more inclusive spaces.

Case Study Insights

Our collaborative effort with the Ayzenberg Group resulted in a revealing case study that sheds light on the culture of gaming communities. By looking at the slideshow below, you can gain a deeper understanding of the challenges and opportunities presented by the gaming world: