Belonging is a core social need. As games increasingly become social spaces, it is crucial that they invoke a sense of belonging for the player’s well-being, engagement, and overall enjoyment.
- Belonging is a core human need, and game spaces can nurture that level of connection.
- Fostering a sense of belonging will keep players engaged in your game environment and improve their well-being.
- Companies must consider the four interrelated components of belonging when setting expectations, creating intentional connections, and building trust relationships.
What is belonging?
At its most basic, belonging is being accepted by a group. A sense of belonging is feeling a deep connection to that group.
Creating a genuine sense of belonging is difficult, as it is both facilitated and hindered by people, actions, and experiences in the social environment. These elements dynamically interact with the individual player’s character, experience, culture, identity, and perceptions.
We know that games can serve to bring a sense of belonging to players. So, if we actually want to design for belonging, we need to consider the four interrelated components that allow belonging to emerge:
- Competencies for belonging — Game companies should consider educational systems that teach players community standards and expectations as part of their designs for thriving.
- Opportunities to belong — By helping players find the right groups sooner, you give them time to build trust within the group before placing them in high-trust situations.
- Motivations to belong — Games can use systems to amplify connection through ways for players to share their shared identity, have shared goals or purpose, and / or having representation in the game.
- Perceptions of belonging — Every player has a different background, so having multiple ways of signaling group participation is crucial. Examples include: having mechanisms that mark you as part of a group, the ability of group members to communicate feedback, and mechanisms for recognizing individual contributions and teamwork.
These components reinforce and influence one another over time. This is the hallmark of a dynamic social system.
What does belonging mean to game companies?
Belonging relates positively to persistence and engagement. Fostering a sense of belonging among players will keep them engaged and enjoying your game longer. Some areas to keep in mind:
- Set expectations — Companies need to set expectations for groups and communities from the start, including establishing a code of conduct, having representation in-game, and establishing an approach to community management.
- Create intentional connections — Companies must introduce mechanisms for group formation and development.
- Build trusting relationships — Companies must work to eliminate outsiderness in groups through building trust, feedback mechanisms, and recognition.
What does good look like?
Whether belonging to a guild or playing on a competitive team, most games will have their own measures and scales of belonging. However, some commonalities exist:
| Success signs | Warning signs | |
| Individual | Perceive they are part of a group Higher sense of well-being | Believe their actions are solely responsible for their team’s success |
| Group | Gives and receives support and feedback | Group is inactive |
| Community | Views the game space as a social space | Sees the game as a solo (or mainly solo) experience |
Now what?
Video games that foster a sense of belonging enhance engagement and cultivate prosocial behaviors.
See all articles on Belonging.
References
- Allen K. A. et al. (2021). Belonging: A review of conceptual issues, an integrative framework, and directions for future research.
- Allen K. A. (2020a). Psychology of Belonging.
- Baldoni, J. (2017). Fostering the sense of belonging promotes success. Forbes.
- Mahar, A. L. et al. (2014). Comments on measuring belonging as a service outcome.
