SHAPING BEHAVIOR IN ONLINE GAMES
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1 THE SCIENCE BEHIND SHAPING BEHAVIOR IN ONLINE GAMES JEFFREY LYTE LIN LEAD SOCIAL SYSTEMS DESIGNER SPECIAL THANKS TO THE RIOT GAMES PLAYER BEHAVIOR TEAM
2 HEADS UP YOU WILL SEE INAPPROPRIATE LANGUAGE IN THIS TALK
3 WE USED TO BELIEVE TOXIC BEHAVIOR AND ONLINE GAMING WENT HAND-IN-HAND
4
5
6 SPECIALISTS RENJIE STINKYTOFU LI LEAD STATISTICIAN PHD BRAIN & COGNITIVE SCIENCES DAVIN DAVIN PAVLAS PLAYER RESEARCHER PHD HUMANS FACTORS PSYCHOLOGY JEFF LYTE LIN LEAD DESIGNER PHD COGNITIVE NEUROSCIENCE
7 THE TEAM
8 ANALYZING THE PLAYER BEHAVIOR PROBLEM TOXIC PLAYERS
9 ANALYZING THE PLAYER BEHAVIOR PROBLEM TOXIC PLAYERS NORMAL PLAYERS
10 ANALYZING THE PLAYER BEHAVIOR PROBLEM TOXIC PLAYERS NORMAL PLAYERS
11 IF WE REMOVE ALL TOXIC PLAYERS FROM THE GAME, DO WE SOLVE THE PLAYER BEHAVIOR PROBLEM?
12 IF WE REMOVE ALL TOXIC PLAYERS FROM THE GAME, DO WE SOLVE THE PLAYER BEHAVIOR PROBLEM? NO.
13 ANALYZING THE PLAYER BEHAVIOR PROBLEM PLAYER 1 PLAYER 6 PLAYER 2 PLAYER 7 PLAYER 3 PLAYER 8 PLAYER 4 PLAYER 9 PLAYER 5 PLAYER 10
14 ANALYZING THE PLAYER BEHAVIOR PROBLEM PLAYER 1 PLAYER 2 PLAYER 3 PLAYER 4 PLAYER 5 PLAYER 6 PLAYER 7 PLAYER 8 PLAYER 9 PLAYER 10
15 ANALYZING THE PLAYER BEHAVIOR PROBLEM PLAYER 1 PLAYER 2 PLAYER 3 PLAYER 4 PLAYER 5 PLAYER 6 PLAYER 7 PLAYER 8 PLAYER 9 PLAYER 10
16 ANALYZING THE PLAYER BEHAVIOR PROBLEM PLAYER 1 PLAYER 2 PLAYER 3 PLAYER 4 PLAYER 5 PLAYER 6 PLAYER 7 PLAYER 8 PLAYER 9 PLAYER 10
17 ANALYZING THE PLAYER BEHAVIOR PROBLEM PLAYER 1 PLAYER 2 PLAYER 3 PLAYER 4 PLAYER 5 PLAYER 6 PLAYER 7 PLAYER 8 PLAYER 9 PLAYER 10
18 ANALYZING THE PLAYER BEHAVIOR PROBLEM MANY GAMES SEEM TOXIC BECAUSE AT LEAST ONE PLAYER S HAVING HIS/HER BAD DAY
19 HOW DO WE PREVENT PLAYERS FROM FLIPPING TABLES BECAUSE OF CONTEXT?
20 THE CROSS-TEAM CHAT EXPERIMENT
21 CORE PILLAR 1 HYPOTHESIS MAKING CROSS-TEAM CHAT AN OPT-IN PROCESS CAN IMPROVE PLAYER BEHAVIOR
22
23 CROSS-TEAM EXPERIMENT RESULTS CHAT LOG ANALYSIS ONE WEEK BEFORE ONE WEEK AFTER 46% of games had no [all] chat 81.7% were negative 9.6% were neutral 8.7% were positive
24 CROSS-TEAM EXPERIMENT RESULTS CHAT LOG ANALYSIS ONE WEEK BEFORE ONE WEEK AFTER 46% of games had no [all] chat 81.7% were negative -32.7% negative chat 9.6% were neutral 8.7% were positive
25 CROSS-TEAM EXPERIMENT RESULTS CHAT LOG ANALYSIS ONE WEEK BEFORE ONE WEEK AFTER 46% of games had no [all] chat 81.7% were negative 9.6% were neutral -32.7% negative chat -1.9% neutral chat 8.7% were positive
26 CROSS-TEAM EXPERIMENT RESULTS CHAT LOG ANALYSIS ONE WEEK BEFORE ONE WEEK AFTER 46% of games had no [all] chat 81.7% were negative 9.6% were neutral 8.7% were positive -32.7% negative chat -1.9% neutral chat +34.5% positive chat
27 CROSS-TEAM EXPERIMENT RESULTS CHAT LOG ANALYSIS ONE WEEK BEFORE 46% of games had no [all] chat 81.7% were negative 9.6% were neutral 8.7% were positive ONE WEEK AFTER 47% of games had no [all] chat -32.7% negative chat -1.9% neutral chat +34.5% positive chat
28 REPORTS PER ACTIVE PLAYER -17% in Offensive Language on Summoner s Rift -12% in Verbal Abuse on Summoner s Rift -6% in Negative Attitude on Summoner s Rift *REPORT DATA FROM 5/1/2012 TO 9/1/2012
29 DEFAULT CHAT OFF TAKEAWAYS A small change can have a large impact Shielding players from toxic behavior can also reduce the frequency of the behavior
30 THE TRIBUNAL EXPERIMENT
31 CORE PILLAR 2 HYPOTHESIS ENGAGING OUR COMMUNITY TO MANAGE THEIR OWN BEHAVIOR CAN BE AN EFFECTIVE APPROACH IN FIGHTING TOXIC BEHAVIOR
32
33 THE TRIBUNAL 105MM+ VOTES 280K+ REFORMED PLAYERS
34 HOW ACCURATE IS THE TRIBUNAL? EXAMPLE: MODERATE TOXICITY QUALIFIED FOR AN WARNING
35 HOW ACCURATE IS THE TRIBUNAL? EXAMPLE: SEVERE TOXICITY QUALIFIED FOR A LONG-TIME BAN
36 HOW ACCURATE IS THE TRIBUNAL? EXAMPLE: PARDONED RECEIVED NO PUNISHMENT
37 PLAYERS KNEW THEY WERE BANNED BUT NOT WHY HOW ACCURATE IS THE TRIBUNAL?
38 WE KNOW SPEED AND CLARITY OF FEEDBACK PLAY CRITICAL ROLES IN SHAPING BEHAVIOR
39 THE FEEDBACK LOOP EXPERIMENT
40 CORE PILLAR 2 HYPOTHESIS SHOWING BANNED PLAYERS EXACTLY WHY THEY WERE BANNED CAN IMPROVE REFORM RATES
41 TRIBUNAL REFORM CARDS
42 TRIBUNAL REFORM CARDS INCREASE IN REPORTS % CHANGE IN REPORTS PER GAME AFTER A PUNISHMENT WARNING 3-DAY BAN 7-DAY BAN 14-DAY BAN PRE REFORM CARD DECREASE IN REPORTS *REPORT DATA FROM 5/19/2012 TO 8/19/2012
43 TRIBUNAL REFORM CARDS INCREASE IN REPORTS % CHANGE IN REPORTS PER GAME AFTER A PUNISHMENT WARNING 3-DAY BAN 7-DAY BAN 14-DAY BAN PRE REFORM CARD POST REFORM CARD 4% 13.2% 2.8% 11.2% DECREASE IN REPORTS *REPORT DATA FROM 5/19/2012 TO 8/19/2012
44 SUMMONER 1:
45 SUMMONER 1:
46
47 After going through the Tribunal cases I feel disgusted by the way I act and it makes me ashamed that I would continually criticize others and rage. I will try my hardest to improve my behavior and become a well-mannered Summoner. League of Legends hasn t been just a hobby, but is now a learning tool for me to see the error of my ways.
48 This is the first time someone told me that you should not say the N word online. I am sorry and I will never say it again.
49 I m really sorry for contacting you this way but I really don t know what to do. What I saw wasn t me. The language I saw myself using is not language I even use and my attitude towards players was shocking. I am actually the polar opposite of what my chat logs showed. Maybe give me a little guidance or help.
50 IS IT OUR RESPONSIBILITY TO HELP THESE PLAYERS?
51 YES. IS IT OUR RESPONSIBILITY TO HELP THESE PLAYERS?
52 TRIBUNAL TAKEAWAYS [Tribunal] A vast majority of the gaming community find toxic behavior disgusting. Providing tools can change a culture. [Reform Cards] By showing toxic players peer feedback and promoting discussion among the community, players reformed.
53 THE OPTIMUS EXPERIMENT
54 THE PSYCHOLOGY OF PRIMING PRIMING prim ing (prmng)n. a memory effect where exposure to a stimulus can affect later behavior
55 THE PSYCHOLOGY OF PRIMING A brief glimpse of RED before achievement tasks can impair performance by ~20% (Elliot et al., 2007)
56 THE PSYCHOLOGY OF PRIMING Doing a task with words related to ELDERLY can influence your walking speed leaving the room (Bargh et al., 1996)
57 CORE PILLAR 3 HYPOTHESIS PRIMING CAN SHAPE ONLINE BEHAVIOR
58
59 OPTIMUS PRIME EXPERIMENTAL DESIGN C1 CATEGORY 1: FUN FACTS Nautilus /joke makes him swim through air. He s weird like that.
60 OPTIMUS PRIME EXPERIMENTAL DESIGN CATEGORY 2: POSITIVE BEHAVIOR C1 C2 Players perform better if you give them constructive feedback after a mistake.
61 OPTIMUS PRIME EXPERIMENTAL DESIGN C1 C2 C3 CATEGORY 3: NEGATIVE BEHAVIOR Players who verbally abuse their teammates lose 16% more games.
62 OPTIMUS PRIME EXPERIMENTAL DESIGN C1 C2 C3 C4 CATEGORY 4: SELF-REFLECTION Who will be the most sportsmanlike player in this game?
63 OPTIMUS PRIME EXPERIMENTAL DESIGN C1 C2 C3 C4 C5 CATEGORY 5: GAMEPLAY TIPS Hold down the ALT key while casting an ability to cast it on yourself.
64 OPTIMUS PRIME EXPERIMENTAL DESIGN C1 C2 C3 FONT COLORS Font Color 1 Red C4 C5 F1 Potentially promotes error-avoidance or criticality
65 OPTIMUS PRIME EXPERIMENTAL DESIGN C1 C2 C3 C4 C5 FONT COLORS Font Color 1 Red Font Color 2 Blue F1 F2 Potentially promotes creativity
66 OPTIMUS PRIME EXPERIMENTAL DESIGN C1 C2 C3 C4 C5 FONT COLORS Font Color 1 Red Font Color 2 Blue Font Color 3 White (Control) F1 F2 F3
67 OPTIMUS PRIME EXPERIMENTAL DESIGN C1 C2 C3 C4 C5 LOCATIONS LOCATION 1: Loading Screen F1 F2 F3 L1
68 OPTIMUS PRIME EXPERIMENTAL DESIGN C1 C2 C3 C4 C5 LOCATIONS LOCATION 1: Loading Screen LOCATION 2: In-Game F1 F2 F3 L1 L2
69 OPTIMUS PRIME EXPERIMENTAL DESIGN C1 C2 C3 C4 C5 F1 F2 F3 LOCATIONS LOCATION 1: Loading Screen LOCATION 2: In-Game LOCATION 3: Both L1 L2 L3
70 OPTIMUS PRIME EXPERIMENTAL DESIGN C1 C2 C3 C4 C5 F1 F2 F3 LOCATIONS LOCATION 1: Loading Screen LOCATION 2: In-Game LOCATION 3: Both LOCATION 4: None (Control) L1 L2 L3 L4
71 OPTIMUS PRIME EXPERIMENTAL DESIGN C1 C2 C3 C4 C5 F1 F2 F3 COMPLETE EXPERIMENTAL DESIGN: 24 TIPS ACROSS 5 CATEGORIES 3 FONT COLORS 3 LOCATIONS + 1 OVERALL CONTROL L1 L2 L3 L4 217 UNIQUE CONDITIONS
72 EVERY GAME OF LEAGUE OF LEGENDS GOT A RANDOM TIP, LOCATION & FONT COLOR (10% OF GAMES GOT NOTHING TO ACT AS CONTROLS)
73 FOR THE FIRST TIME, WE RE REVEALING SOME RESULTS FROM THIS EXPERIMENT
74 OPTIMUS PRIME RESULTS TIP: X% of players punished by the Tribunal improve their behavior and are never punished again FONT: White LOCATION: Loading Screen INCREASE COMPARED TO CONTROL GAMES DECREASE 6.35% 5.89% 4.11% *Optimus data from 11/2012
75 HOW DO FONT COLORS INTERACT WITH TIP CATEGORIES?
76 OPTIMUS PRIME RESULTS TIP: Teammates perform worse if you harass them after a mistake. FONT: Red LOCATION: Loading Screen INCREASE COMPARED TO CONTROL GAMES DECREASE 8.34% 6.22% 11.00% *Optimus data from 11/2012
77 OPTIMUS PRIME RESULTS TIP: Teammates perform worse if you harass them after a mistake. FONT: White LOCATION: Loading Screen INCREASE COMPARED TO CONTROL GAMES 0.55% 2.48% 1.28% DECREASE *Optimus data from 11/2012
78 OPTIMUS PRIME RESULTS TIP: Players who cooperate with their teammates win X% more games. FONT: Blue LOCATION: Loading Screen INCREASE COMPARED TO CONTROL GAMES DECREASE 5.13% 3.64% 6.22% *Optimus data from 11/2012
79 OPTIMUS PRIME RESULTS TIP: Players who cooperate with their teammates win X% more games. FONT: Red LOCATION: Loading Screen INCREASE COMPARED TO CONTROL GAMES 0.39% 1.02% 0.45% DECREASE *Optimus data from 11/2012
80 OPTIMUS PRIME RESULTS TIP: Who will be the most sportsmanlike player in the game? FONT: Red LOCATION: Loading screen INCREASE COMPARED TO CONTROL GAMES DECREASE *Optimus data from 11/2012
81 OPTIMUS PRIME RESULTS TIP: Who will be the most sportsmanlike player in the game? FONT: Red LOCATION: Loading screen INCREASE COMPARED TO CONTROL GAMES 14.86% 8.64% 15.15% 5.70% DECREASE *Optimus data from 11/2012
82 AS A SCIENTIST, THIS WAS AN [EPIC] EXPERIMENT
83 RESEARCH QUESTIONS [Q1] How do priming effects change over time? [Q2] For each country, what were the most effective categories? [Q3] Does priming only work on players of a certain skill range? [Q4] Does priming affect different cultures in different ways? [Q5] Are there gender differences?
84 OPTIMUS TAKEAWAYS Nearly every video game uses in-game tips. Combining gameplay tips with priming unlocked huge potential and had a significant impact on player behavior.
85 BUT REMEMBER: TAKE CARE NOT TO DAMAGE PLAYER EXPERIENCE IN THE NAME OF SCIENCE
86 WRAP-UP
87 WRAP-UP [PILLAR 1] Shield players from the impact of toxic behaviors
88 WRAP-UP [PILLAR 1] Shield players from the impact of toxic behaviors [PILLAR 2] Reform or remove toxic players
89 WRAP-UP [PILLAR 1] Shield players from the impact of toxic behaviors [PILLAR 2] Reform or remove toxic players [PILLAR 3] Create a culture of sportsmanship
90 WRAP-UP [PILLAR 1] Shield players from the impact of toxic behaviors [PILLAR 2] Reform or remove toxic players [PILLAR 3] Create a culture of sportsmanship [PILLAR 4] Reinforce positive behaviors
91 WRAP-UP [PILLAR 1] Shield players from the impact of toxic behaviors [PILLAR 2] Reform or remove toxic players [PILLAR 3] Create a culture of sportsmanship [PILLAR 4] Reinforce positive behaviors [PILLAR 5] Create better match chemistry
92 WE WANT LEAGUE OF LEGENDS TO HAVE THE MOST SPORTSMANLIKE COMMUNITY IN CORE COMPETITIVE GAMES
93 As an industry, we can make a difference in online behavior. Come make a difference with us. JEFFREY LYTE LIN LEAD SOCIAL SYSTEMS DESIGNER
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