Author and Article Information:
“More than Just a Game: Positive Relationships Formed by Social Gaming and Their
Benefit to Society”
Name (first, last): Naajia Jami
Phone Number: (323) 777-4992
Email: jami@usc.edu
About the author:
Naajia Jami is a Civil Engineering (Water Resources) major in the USC Viterbi School of
Engineering. Her extracurricular interests include poetry and drawing.
Abstract:
This article describes the player-player and player-society relationships that social gaming
establishes. Players build camaraderie between each other when they collaborate in order to
complete in-game objectives. Recently, charitable social media games have been engaging
players in fundraising for charity. A possible therapeutic application for social gaming is the
teaching of social skills to behaviorally troubled children by engaging such children in
cooperative play that combines teamwork with effective communication skills and nonviolent
interaction with peers.
Related Websites:


http://www.popsci.com/gadgets/article/2013-02/youre-playing-angry-birdsbathroom-arent-you-infographic
This site has presents charts and graphs in an attractive poster, displaying interesting
statistics on what types of people play social games, where they play, how much time
they spend gaming compared to how long they spend watching TV, and more.
http://firstmonday.org/ojs/index.php/fm/article/view/3578/3058
First Monday, the “peer-reviewed journal on the Internet” showcases a study by scholars
from Carleton University and the University of Ottawa who investigated the feasibility
of creating Facebook games that encourage players to advocate social change in the real
world. The scholars explore how the Facebook platform supports such games, as well as
the drawbacks of the Facebook platform and how to address them in order to build
effective games for social change.
1

http://www.sciencedaily.com/releases/2012/10/121024164731.htm
This article explores the use of biofeedback video games—including cooperative play
games—to help children control their anger. Such games include a space shooter in
which ships lose the ability to shoot if the player’s heart rate rises. Its cooperative play
mode, in which all player ships are disabled if any player’s heart rate goes up,
encourages players to calm each other.
Terms and Definitions: these are the author’s definitions unless otherwise noted.


Social game: any of a genre of games in which multiple players collaborate and
communicate with each other as part of the gameplay experience.
MMO: “massively multiplayer online”[5]; an Internet-based multiplayer game capable of
hosting large numbers of players online at once.
Multimedia: Animation Ideas


In Figure 1, an illustrated overview of different relationships built by social gaming: the
teaming up of players to achieve a common objective, and a player making a donation to
charity (the globe). Animation Idea: The characters can be shown as video game sprites.
The figure with the spiked shoulder pads can be walking into each scenario in the order
they are described.
Figure 6 is an illustration of two methods used by charitable social games to contribute
money to charity. The top panel shows a player’s character riding through barrels and
collecting coins. When the character reaches Level 2, the money is given to charity (the
globe). The bottom panel shows players in a similar game, however, money is given to
charity after a certain amount of play time passes. Animation Idea: The riders can be
shown riding (the top panel rider can be shown riding into stars, with coins floating to the
jar). The jar can be shown flying across the panel to the globe, which smiles and waves
its arms up and down. Information Source: Oracle Corporation [9].
2
Naajia Jami
5/7/13
WRIT 340, Prof. Townsend
More than Just a Game: Positive Relationships Formed by Social Gaming and Their
Benefit to Society
Introduction
Have you ever felt guilty about the hours you stayed awake playing that smartphone
game? Do you ever wonder how closely you can become connected to the friends with whom
you play? Chances are, you may not think that your gaming experience on social media can
amount to any importance in the real world. You may not think that the relationships a player has
with fellow gamers can be between anything more than “gaming buddies”. You may not even
think the two questions are related. However, social gaming can strongly connect players to
society, as well as each other. These bonds can be facilitated by charitable social gaming and the
use of gaming as a platform to sharpen social skills, making those hours of gaming worthwhile.
Social media provides a forum for human interaction through social gaming—a genre of
games in which multiple players collaborate and communicate with each other as part of the
gameplay experience. It is giving gamers more opportunities to immerse themselves into the
worlds of their games while collaborating with the online friends with whom they often
socialize. Connections between players and friends were strengthened by bonds formed over
completing an in-game objective. A few of these bonds even led to players' altruism in the real
world. Psychologists are now exploring how team bonding in games can be used to develop
skills for peer interaction and teamwork in behaviorally troubled children.
In addition, social media can be used to rally gamers to play games that facilitate the
donation of money to charity. Gamers can spend a considerable amount of time playing
3
charitable social games, contributing money to charity as they progress through the game. These
applications of social gaming can make those next few hours you spend gaming part of a process
to better society.
Figure 1. An illustrated overview of different relationships built by social gaming: the teaming up of players to
achieve a common objective, and a player making a donation to charity (the globe). Animation Idea: The characters
can be shown as video game sprites. The figure with the spiked shoulder pads can be walking into each scenario in
the order they are described.
4
Social Gaming by the Numbers
Social Gamers by Age
Percentage
25%
19%
20%
21%
20%
15%
17%
15%
10%
8%
5%
0%
18-24
25-34
35-44
45-54
55-64
65+
Age
Figure 2. The chart shows the percentage of social gamers within a certain age group. There is a fairly even
distribution of players across ages older than 25, with most in their middle ages. Data Source: Popular Science [2].
Figure 3. This chart tracks the growth of social gaming in the United States, which began with 20 million players in
2000. The increased popularity of social gaming in 2008 brought more gamers to this population, followed by a
surge in the popularity of mobile device gaming, which resulted in 90 million social gamers. In 2012, there were 211
million social gamers in the U.S. Data Source: Popular Science [2].
Social media sites are drawing a market of new users to the video game industry. This
market is spread across a broad spectrum of age groups, including older adults who were
unlikely to play traditional video games. Dave Roberts, the CEO of major social gaming
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developer PopCap Games, says that social media games and games on mobile devices have been
able to introduce tens of millions of new people to video games[1], many of whom are older
adults. He adds that compared to ten years ago, middle-aged adults are more likely to play video
games, specifically, social and mobile games[1].
Figure 4. Here is a chart listing the popularity of various gaming devices. The most popular devices are those often
used to access social media outlets, such as mobile phones and computers. Social gaming access is therefore a
prevalent element in many people’s gaming experiences. Data Source: Popular Science [2].
Social games comprise a significant part of gamers’ leisure time. 33% of the devices
used when playing games are mobile phones, making such technology the most popular game
device[2]. They are followed by another device capable of social media access: PCs and laptops at
32%[2]. 57% of all mobile gamers play games daily, playing in such locations as in the bathroom,
aboard buses and trains, and, most popularly, in bed[2]. These numbers prove that mobile and
social gaming is a significant part of gamers’ lives.
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Figure 5. The chart displays the percentages of people who play games on mobile devices according to how often
they play. Many mobile gamers play regularly, with more than half playing daily, in addition to one-third of gamers
who play 2-3 times weekly. Because mobile devices can access social media games, social gaming can be
considered a significant element in these gamers’ weekly routine. Data Source: Popular Science [2].
However, they also play into stereotypes surrounding frequent gamers. Popular culture
depicts them as socially inept persons hypnotized by glowing screens, spending their lives
isolated in the worlds of their games[3]. Academic critics of electronic media assert that TV and
video games are a waste of time that could have been spent attending civic functions and
building communities in the real world[4].
Social Gaming and Player-to-Player Bonding
Social gaming catalyzes deep connections between players and each other. There are
various types of multiplayer video games that enable players to collaborate in order to
accomplish a common goal. Capture-the-flag sessions in multiplayer shooters allow variety in
team strategies, as teammates can assume various roles, ranging from a flag-seeking scout to a
defender of the team flag or a protector of the scout. Leaders and experienced players can take
pride in their victory, while novice players can feel proud of having participated in the team’s
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triumph[5]. Bonding among teammates also takes place in losing teams, for while the winners
congratulate their teammates, the defeated team members reassure each other after an
unsuccessful competition[5]. The relationship between teammates can be seen on an even larger
scale in massively multiplayer online (MMO) role-playing games, which can host teams of as
many as 25 players. Teammates learn to work with each other to their best advantage in order to
complete quests and defeat powerful in-game enemies. In battles with formidable opponents,
social media technology such as voice chat can enable teammates to coordinate their attacks in a
manner that ensures a dramatic victory[5]. This cooperation, facilitated by online social
interaction centered on the events of the game, closely connects the team members by requiring
that they know each other’s personalities, as well as how they can cooperate and rely on each
other[5].
Teaming Up in Real Life: Effects and Challenges
Although gaming takes away from time that could be spent in most physical sites of civic
activity, social gamers are anything but isolated as they form bonds of community that can even
lead to positive contributions to the real world. Researchers of multiplayer cooperative games
have found that players who cooperate in nonviolent tasks are more likely to exhibit beneficial
behavior in society by helping others in real life[6]. Such altruism in the real world is
demonstrated when online teammates show concern for each other in times of real-life difficulty.
When an MMO player notified his teammates that a hurricane was about to hit his town, they
responded with well-wishes and expressions of concern[4]. To verify that he was safe, his
teammates sent him continuous text messages[4]. This demonstrates that social gaming is an ideal
forum for players to make empathetic connections during troubling times. A study by Loyola
University Chicago cites research that finds social gaming to be an arena in which players can
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“safely discuss serious matters that may be difficult to talk about with real life family and
friends”[7]. These case studies and research establish social gamers as a sharp contrast to the
stereotypical asocial gamer.
Additionally, the Journal of Computer-Mediated Communication states that a handful of
instances occur in which social gamers experience substantial real-world relationships[6]. One
such case involved an MMO player who first met his fiancé in person after they spent several
years gaming with each other[4]. The Journal describes a similar case in which a “long-term
international friendship” was forged between a Singaporean gamer and an American teammate
who eventually met each other face-to-face in the United States[4]. Out-of-game relationships as
substantive as the ones in these cases are possible and becoming more common. The Loyola
study cites background research data from 2008 that classifies 65% of social gamers as having
developed substantial friendships through electronic gaming[7]. Additionally, 20% of the gamers
surveyed participated in real-world socialization in the form of game fan conventions[7]. These
social gaming relationships can be more enjoyable than real-world relationships. Research finds
that 39.4% of male gamers and 53.3% of female gamers view their in-game friends as being
“comparable or better than their material world friends”[8] . In addition, 15.7% of male gamers
and 5.1% of female gamers have dated their gaming teammates in the real world[8].
Despite the presence of substantial connections built on social gaming, limitations still
exist with regards to the depth of player-player relationships. The Journal of Computer-Mediated
Communication states that the separation of players by geographic boundaries can inhibit the
formation of significant long-term relationships because players cannot be physically present to
offer each other tangible support in times of crisis[4]. Another limitation is that games hosted by
social media outlets are not as social as they may seem, for most of the play time is spent alone,
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and multiplayer sessions tend to be as brief as 10 minutes[5]. Additionally, conversation between
players is limited as players are reluctant to ask for help for fear of seeming awkward, and other
players do not want to spend time in conversation if they are playing games while at work[5].
These factors limit the “social” aspect of social gaming.
Regardless of these limitations, social gaming relationships are viable because they
connect groups of people through the common experience of the game world. Because this
shared experience can be a catalyst for significant personal relationships, social gaming can be
employed as a tool for building social skills that are useful in the real world, such as empathy,
teamwork, and helping others. These skills are important in facilitating charitable giving and
improving interpersonal relations.
Social Gaming’s Ability to Contribute to Society
Social gaming has uses that can possibly create relationships based on tangible altruism
between the player and the real world. As with altruistic bonds between players, beneficial social
gaming connections between players and society can refute criticism of electronic gaming as
depriving people of opportunities to positively interact with society. Businesses seeking to
promote their brand, such as Dial and Master Lock, are creating social games in which they
pledge to donate to charities whenever social media users play their games. These games result
in increased social media popularity for the businesses and funding for charitable organizations.
A method for doing this is by constructing the game such that more donations are made when
players play for longer periods of time or make continuous in-game accomplishments[9].
Incorporating charitable donations into social gaming has been found to enhance player
engagement within the game. Data gathered from software firm Oracle’s Social Marketing
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Games Cloud Service shows that charitable games are 10 times more popular and engaging than
non-charitable social games[9]. The level of engagement players have with a game is best
measured by the time spent playing the game. Oracle’s data states that players spend over 30
minutes during charitable gaming sessions, whereas approximately 3 minutes is defined as “deep
engagement” with any social game[9]. This is because most social media games, such as Angry
Birds and FarmVille, are designed for short play sessions, such as those on mobile devices when
people are traveling.
One case study for charitable gaming involves hygiene products manufacturer Dial. Dial
created a game to promote a line of lotions, in which players could donate 10 cents per level to
the Endometriosis Foundation for America. Players spent an average of 6 minutes and 26
seconds per gaming session—which is considered significant engagement—and 16 percent of
such sessions were held by returning players[9]. As a result, Dial not only gained 161, 415
Facebook fans, but was also able to sustain continuous donations to the Foundation over a period
of months[9].
Similarly, padlock manufacturer Master Lock Company hosted a charitable social game
for a touchscreen padlock that had players spend an average of 2 minutes and 47 seconds per
session—which also constitutes significant engagement—with over 8% of players returning to
the game and 100% of players sharing the game with friends[9]. Additionally, the company’s
Facebook page gained 28,599 new visitors and 18,260 fans[9]. By allowing players to donate $1
for each level completed in the game, Master Lock raised $25,000 for cancer research during
October 2011[9]. This application of social gaming resulted in tangible benefits for others, as the
company that hosted the game donated to charity based on the rate at which people played their
game. This altruistic relationship between social gamers and society has the potential to be
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sustained through the future, as charitable games have been demonstrated to be popular and
engaging to social media users.
Figure 6. This is an illustration of two methods used by charitable social games to contribute money to charity. The
top panel shows a player’s character riding through barrels and collecting coins. When the character reaches Level 2,
the money is given to charity (the globe). The bottom panel shows players in a similar game, however, money is
given to charity after a certain amount of play time passes. Animation Idea: The riders can be shown riding (the top
panel rider can be shown riding into stars, with coins floating to the jar). The jar can be shown flying across the
panel to the globe, which smiles and waves its arms up and down. Information Source: Oracle Corporation [9].
Another way social gaming can benefit society is that it can help children with trouble
developing social interaction skills to engage in positive interactions with others. A study by the
University of Nebraska at Omaha involved having a group of elementary school children—some
exhibiting aggressive behavior, others reclusive behavior, and some with normal social
behaviors—play video games in which collaboration was required in order to meet a common
goal. In one instance, a girl who was once observed as showing aggression toward her peers was
paired with a well-behaved female schoolmate. As they played, the formerly aggressive subject
showed more cooperation with others as she laughed with her schoolmate about the events of the
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game during the play session[10]. As the girls collaborated to clear the levels throughout the
game, they exchanged supportive comments with each other, as well as tips for clearing the
level[10].
Similarly, another experimental pair involved a reclusive young man and a socially
outgoing schoolboy. As they engaged in collaborative play, the former began to exhibit social
engagement more often, asking the latter for help. During later play sessions, it was the once-shy
child who initiated conversations with tips on progressing through the game[10]. As his character
solved puzzles and gathered items, his schoolmate defended him from in-game enemies. This
support became mutual, and remained that way throughout the study[10].
These cases demonstrate the ability of social games not only to cement positive
relationships between players, but to apply those relationships to treating problematic social
behaviors in children. This makes social gaming an effective tool in teaching healthy social
behavior to developing children. If this type of gameplay could be incorporated into curricula for
socially troubled youth, the possible psychological benefits could be tremendous. As children
engage in collaborative play, they can learn beneficial social behaviors that can enhance their
quality of life in the real world.
What Does the Future Hold for Social Gaming?
Spanning from the days of early multiplayer games into the future, social gaming will
always be about building relationships. Far from the stereotypical depictions of gamers as being
isolated in a world of fantasy, these relationships pose benefits for the real world. Social games
can be used as forums in which gamers can raise money for a good cause and invite others to do
the same. It is possible that the teamwork concept of MMO games can be incorporated into the
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creation of massive social games in which teams of players unite in order to meet a challenge of
raising a set amount of money for charity as they progress through the game. With charitable
social games having been demonstrated as increasing the social media popularity of their hosts,
the future may see such games becoming virally popular worldwide. As a result, charities can
gain much wider recognition and much more funding than from fundraising efforts outside of
social media.
There are also great therapeutic possibilities for social gaming. Schools, psychiatric
centers, and child welfare agencies can host social gaming sessions in which children who have
interpersonal behavior problems can learn teamwork skills. Students who have difficulty getting
along with others can learn how to work with others to achieve goals as they enjoy fun gaming
sessions. Less outgoing children can be encouraged to share their ideas on meeting challenges, as
well as the positive emotions of their gaming experiences with their teammates. Outside of the
game, once-troubled children would be able to form positive relationships with others in the
world around them. They will be able to contribute solutions to problems, work in teams, and
enjoy a life of healthy friendships.
These are but some of the benefits that social gaming has to offer. As social gaming
continues to change the ways people interact with each other and learn social skills, it will
change the way relationships are formed.
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you? [Online] Available: http://www.popsci.com/gadgets/article/2013-02/youre-playingangry-birds-bathroom-arent-you-infographic
[3]S. E. Caplan et al. “Who plays, how much, and why? Debunking the stereotypical gamer
profile,” J. Comput.-Mediated Commun, vol. 13, no. 4, pp. 993-1018, Jul. 2008.
[4]C. A. Steinkuehler and D. Williams. “Where everybody knows your (screen) name:
online games as “third places”,” J. Comput.-Mediated Commun, vol. 11, no. 4, pp. 885-909,
Jul. 2006.
[5]D. Schubert. “No “I” in team,” Game Developer, vol. 18, no. 11, Dec. 2011.
[6]M. M. Cruz-Cunha et al. Business, Technological, and Social Dimensions of Computer
Games: Multidisciplinary Developments. Hershey, PA: Idea Group, Inc., 2011.
[7]J. E. Fredrickson. “Prosocial behavior and teamwork in online computer games,”
A. thesis, Dept. of Psychology, Loyola Univ. Chicago, Chicago, IL, 2011.
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[8] Yee, N. “The psychology of MMORPGs: emotional investment, motivations,
relationship formation, and problematic usage,” in Avatars at Work and Play: Collaboration
and Interaction in Shared Virtual Environments, R. Schroeder & A. Axelsson, Eds. London:
Springer-Verlag, 2006, pp. 187-207.
[9] Using Social Gaming to Drive Engagement: Insights and Best practices for Brand
Managers, 1st ed., Oracle Corp., Redwood Shores, CA, 2012, pp. 7-11.
[10] J. D. Lichtenberg. “Facilitating prosocial behavior in at-risk children through
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Nebraska at Omaha, Omaha, NE, 2013.
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