Content structure is king: An empirical study on gratifications, game genres and content type on Twitch

The tangled ways to classify games: A systematic review of how games are classified in psychological research

In the face of the rapid evolution of the gaming market and the puzzling overlap of genres, consistency in classification seems elusive. The purpose of the present review was to explore the classification of video game genres in the context of psychological research. The aim was to address the challenges associated with creating consistent and meaningful classifications of video game genres, considering the rapid evolution of the gaming market and recent tendency to create games that could be classified into multiple genres. We performed a search in four databases according to the PRISMA guidelines and reviewed 96 full-text papers (N = 49 909). Through our findings, we reveal how researchers strive to classify genres and the numerous complications that arise from this pursuit. In the face of these challenges, we propose alternative ways of classifying genres. Our first proposal is a new classification of video game genres based on our literature review. In our second proposal, we advocate a more detailed understanding by focusing on specific gaming mechanics, and thus we introduce the innovative concept of utilizing community-based tags, such as Steam tags, as an alternative to genres in psychological research.

Do Chinese viewers watch e-sports games for a different reason? Motivations, attitude, and team identification in predicting e-sports online spectatorship

Introduction

Understanding factors that predict the intention of e-sports game online spectatorship has drawn a great deal of scholarly attention. Prior work on this topic has primarily focused on explaining the mediation mechanism between the spectator motivations and behavioral intention, such as attitude and subjective well-being, while overlooking the specific role of team identification and satisfaction with past experience, which were understudied in the previous studies but also prominent in the context of e-sports spectatorship. Besides, previous research was mainly conducted in a Western context; therefore, little was known about the online e-sports audience in China and their motivations to view e-sports games on live-streaming platforms.

Methods

The current study thus aims to examine if and how these factors are related to the intention of watching e-sports games online by hierarchical regression and structural equation modeling.

Results

Results from a survey of 452 Chinese e-sports online audiences suggested that three motivations (skill improvement, entertainment, and friends bonding), attitude towards e-sports game online spectatorship, and satisfaction with past experience were positively related to watching intention. These motivations and satisfaction also positively influenced attitude, while socialization opportunity (one of the motivations) negatively influenced attitude. Furthermore, team identification negatively moderated the relationship between satisfaction with past experience and behavioral intention. Also, attitude mediated the association between motivations, satisfaction, and behavioral intention.

Discussion

In general, our study identifies the motivations that relate to Chinese e-sports viewers' attitude as well as their watching intention, and underscores the role of satisfaction with past experience, attitude, and team identification in the context of e-sports. These findings contribute to deriving a holistic view of e-sports game online spectatorship.

The influence of Twitch and sustainability on the stock returns of video game companies: Before and after COVID-19

The covid-19 pandemic has shocked society greatly, causing many changes in people's lives. One of these changes relates to leisure and how we relate to others. Videogames became one of the first entertainment options during the pandemic, making the video game industry and the pharmaceutical industry-one of the least affected by economic slowdown. This study analyzes how Twitch and sustainability jointly influence the stock returns of major videogame companies before and during Covid-19 using panel fsQCA analysis. The results show a positive relationship between Twitch, sustainability, and stock returns in video game companies, but this relationship differs yearly, being stronger during the Covid-19 period.

Political entrepreneurs in social media: Self-monitoring, authenticity and connective democracy. The case of Íñigo Errejón

Political entrepreneurs seek to mobilise public opinion and access large audiences who are not directly interested in politics, but are exposed to the digital environment. The aim of this research was to analyse how these figures promote experimental communication uses on channels far removed from political activity. We focused on Twitch, a successful platform for promoting entertainment and learning in the video games field. To do so, we conducted a significant case study, that of Íñigo Errejón, a Spanish male Member of Parliament, in 2021 through 18 live streamings that lasted 1223 min. We specifically described the conception and use of Twitch, measured the audience's impact, analysed the accountability exercise through this platform and evaluated the deliberative quality of conversation with users. To conclude, we identified three novel contributions of Twitch to digital political communication: self-monitoring, insofar as the elected politician himself proactively exercises accountability to the public without a third party intervening; the activation of mediated authenticity as a key value in the political actor's public construction; promoting connective democracy, which would help those sectors not used to employing political information to take an interest in it by detecting attention being paid to their needs and questions.

How live stream content types impact viewers’ support behaviors? Mediational analysis on psychological and social gratifications

While previous research into live streaming was predominantly focused on video games, its content creation and provision has tremendously evolved, extending well-beyond game streams. Contents of general interest, such as e-commerce shopping, talent shows, and cute pets, started to prevail in today’s landscape of live streaming. However, limited attention has been given to how distinct types of streaming contents influence viewers’ psychological and behavioral responses. To fill this void, we employed an online survey (n = 583) to empirically examine the associations between popular live stream content types on Douyin (i.e., the TikTok app for China) and their viewers’ psychological and social gratifications and typical support behaviors. The results revealed that gratifications varied drastically across different content types. Game streaming, in particular, generated significant indirect impacts on all the support behaviors under consideration. On the other hand, whereas tension release served as a consistent mediator, the cognitive needs had no significant mediation effects. In sum, our study makes theoretical contributions to the literature by analyzing the thriving live stream phenomenon from a uses and gratifications perspective. We help augment the understanding of new media users’ preferences and choices in an attention economy, wherein human attention is conceptualized as a scarce resource. In practice, a better knowledge of viewer needs can facilitate streamers to customize their content creation and provision so as to accentuate elements of interest and elicit desired support behaviors (i.e., monetization opportunities).

Sharing emotion while spectating video game play: Exploring Twitch users' emotional change after the outbreak of the COVID-19 pandemic

This paper examines how the COVID-19 pandemic associates with Twitch users' emotion, using natural language processing (NLP) as a method. Two comparable sets of text data were collected from Twitch internet relay chats (IRCs): one after the outbreak of the pandemic and another one before that. Positive emotion, negative emotion, and attitude to social interaction were tested by comparing the two text sets via a dictionary-based NLP program. Particularly regarding negative emotion, three negative emotions—anger, anxiety, and sadness—were measured given the nature of the pandemic. The results show that users' anger and anxiety significantly increased after the outbreak of the pandemic, while changes in sadness and positive emotion were not statistically significant. In terms of attitude to social interaction, users used significantly fewer “social” words after the outbreak of the pandemic than before. These findings were interpreted considering the nature of Twitch as a unique live mixed media platform, and how the COVID-19 pandemic is different from previous crisis events was discussed based on prior literature.

Analysis of the coexistence of gaming and viewing activities in Twitch users and their relationship with pathological gaming: a multilayer perceptron approach

The enormous expansion of the video game sector, driven by the emergence of live video game streaming platforms and the professionalisation of this hobby through e-sports, has spurred interest in research on the relationships with potential adverse effects derived from cumulative use. This study explores the co-occurrence of the consumption and viewing of video games, based on an analysis of the motivations for using these services, the perceived positive uses, and the gamer profile. To that end, a multilayer perceptron artificial neural network is developed and tested on a sample of 970 video game users. The results show that the variables with a significant influence on pathological gaming are the motivation of a sense of belonging to the different platforms, as well as the positive uses relating to making friends and the possibility of making this hobby a profession. Furthermore, the individual effects of each of the variables have been estimated. The results indicate that the social component linked to the positive perception of making new friends and the self-perceived level as a gamer have been identified as possible predictors, when it comes to a clinical assessment of the adverse effects. Conversely, the variables age and following specific streamers are found to play a role in reducing potential negative effects.

Prevalence and comparisons of alcohol, candy, energy drink, snack, soda, and restaurant brand and product marketing on Twitch, Facebook Gaming and YouTube Gaming

Objective:

To compare and evaluate the prevalence of food and beverage marketing on the livestreaming platforms Twitch, Facebook Gaming and YouTube Gaming, as well as examine growth of food and beverage marketing on these platforms over a 17-month period of data collection.

Design:

Cross-sectional data were analysed across three livestreaming platforms and six food and beverage categories: alcohol, candy, energy drinks, snacks, sodas and restaurants.

Setting:

Stream titles of livestreamed events as well as corresponding hours watched on Twitch, Facebook Gaming and YouTube Gaming.

Participants:

None.

Results:

There were significant differences between the use of food and beverage brand mentions in stream titles across all three studied platforms (P < 0·05), as well as hours watched across platforms (P < 0·05). Energy drinks dominated food and beverage brand mentions across platforms, followed by restaurants, soda and snacks. All platforms demonstrated growth over the 17-month data collection period. Post-hoc analyses revealed that the COVID-19 pandemic impacted both immediate and sustained growth across all platforms, with the greatest impact observed on the Twitch platform.

Conclusions:

Food and beverage marketing as measured through stream titles is widely prevalent across the three most popular livestreaming platforms, particularly for energy drinks. Food marketing on these platforms experienced growth over the past 17 months which was accelerated substantially by the COVID-19 pandemic. Future work should assess the sustained impact this growth may have on marketing practices and eating behaviour.

Content versus community focus in live streaming services: how to drive engagement in synchronous social media

Purpose

Social live-streaming services are an emerging form of social media that is gaining in popularity among researchers and practitioners. By facilitating real-time interactions between video content creators (i.e. streamers) and viewers, live-streaming platforms provide an environment for novel engagement behaviors and monetization structures. This research aims to examine communication foci and styles as levers of streaming success. In doing so, the authors analyze their impact on viewers' engagement with the stream.

Design/methodology/approach

This research draws on a unique dataset collected via a multi-wave questionnaire comprising viewers' perceptions of a specific streamer's communications and their actual behavior toward them. The authors analyze the proposed impact of communication foci on viewing and donating behavior while considering the moderating role of communication style using seemingly unrelated regressions.

Findings

The results show that communication foci represent a double-edged sword: community-focused communication drives viewership while reducing donations made to the streamer. By contrast, content-focused communication curbs viewing but drives donating.

Practical implications

Of specific interest for practitioners, the study demonstrates how streaming content providers (e.g. influencers) should adjust their communications to drive engagement in the context of synchronous social media such as social live-streaming services. Beyond that, this research identifies unique characteristics of engagement that can help managers to improve their digital service offerings.

Social implications

Social live-streaming services provide an environment that offers unique opportunities for self-development and co-creation among social media users. By allowing for real-time interactions, these emerging social media services build on ephemeral content to provide altered experiences for users.

Originality/value

The authors highlight the need to distinguish between engagement behaviors in asynchronous and synchronous social media. The proposed conceptualization sheds new light on success factors of social media in general and social live-streaming services specifically. To maximize user engagement, content creators in synchronous social media must consider their communications' focus (content or community) and style (utilitarian or hedonic).

A Study on the Factors Influencing Users’ Online Knowledge Paying-Behavior Based on the UTAUT Model

With the explosive growth of information and the increase of people’s fragmented time, the knowledge payment industry’s market size is growing. However, the heterogeneity between online knowledge payment behavior and traditional consumption gradually comes to the fore. It is of great practical significance to analyze the factors influencing users’ online knowledge payment behavior and clarify users’ online knowledge payment mechanism. Based on UTAUT theory, this study uses statistics, structural equation modeling, and mediating effect analysis to construct a theoretical model of the influencing factors of users’ payment behavior of knowledge payment platform from the user level, knowledge-provider level, and platform level. The findings show that content quality, peer influence, KOL influence, perceived interaction, effort expectation, and perceived trust significantly affect users’ willingness-to-pay and have an indirect effect on users’ paying behavior through their willingness-to-pay. Perceived cost, perceived interaction, content quality, peer influence, performance expectation, and effort expectation directly and significantly affect user paying behavior. By regulating the above elements, the improvement of customer attraction ability of online knowledge platforms can be realized.

Esports Spectating Motives and Streaming Consumption: Moderating Effect of Game Genres and Live-Streaming Types

Previous studies have paid little attention to spectators’ consumption behaviors and motives for watching different types of esports live-streaming and game genres. This study, therefore, investigates spectator motives and consumption behaviors based on the interaction effects of live-streaming types and game genres. Convenience sampling was conducted to collect 312 responses from Taiwanese individuals via the Professional Technology Temple. The measurement tools include the motivation scale for sport consumption, esports streaming consumption behaviors, and two moderators (i.e., game genres and live-streaming types). The moderating effects were examined using the PROCESS macro. The results showed that esports spectating motives and consumption behaviors are determined by different types of live-streaming and game genres. A matrix of esports spectator segments was developed to illustrate the findings and managerial implications. The study’s findings broaden our understanding of esports consumption behaviors and can contribute to the fast-growing esports marketing literature. In addition, the results are expected to help practitioners better segment their consumer groups to develop more tailored marketing programs.

Exploring the Emerging Domain of Research on Video Game Live Streaming in Web of Science: State of the Art, Changes and Trends

In recent years, interest in video game live streaming services has increased as a new communication instrument, social network, source of leisure, and entertainment platform for millions of users. The rise in this type of service has been accompanied by an increase in research on these platforms. As an emerging domain of research focused on this novel phenomenon takes shape, it is necessary to delve into its nature and antecedents. The main objective of this research is to provide a comprehensive reference that allows future analyses to be addressed with greater rigor and theoretical depth. In this work, we developed a meta-review of the literature supported by a bibliometric performance and network analysis (BPNA). We used the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analysis) protocol to obtain a representative sample of 111 published documents since 2012 and indexed in the Web of Science. Additionally, we exposed the main research topics developed to date, which allowed us to detect future research challenges and trends. The findings revealed four specializations or subdomains: studies focused on the transmitter or streamer; the receiver or the audience; the channel or platform; and the transmission process. These four specializations add to the accumulated knowledge through the development of six core themes that emerge: motivations, behaviors, monetization of activities, quality of experience, use of social networks and media, and gender issues.

A casino in my pocket: Gratifications associated with obsessive and harmonious passion for mobile gambling

Mobile gambling differs from land-based and traditional forms of gambling in that the opportunity to place bets and engage with casinos is constantly present and easily accessible. Instead of going to a physical bookmaker or casino, mobile gambling is done quickly and swiftly, anytime, anywhere, with a few taps on a mobile device. Previous studies reveal mobile gambling has managed to reach new audiences especially amongst younger people. Gambling harms can have severe adverse effects on individuals, families and society. However, for a subgroup of highly involved individuals, gambling can be considered a harmonious passion that permits frequent gambling without elevating individual's risks of experience problem gambling manifestations. Combining the Uses and Gratifications (U&G) and Dualistic Model of Passion (DMP) frameworks, the present study aims to determine if and how the different gratifications sought from mobile gambling are susceptible to explaining non-problematic versus problematic patterns in highly involved gamblers. Data were collected over two waves from a global sample of mobile gamblers (N = 327). Results emphasize that the motivational underpinnings of mobile gambling (as measured by the U&G) differ in obsessive versus harmonious passion. Obsessive passion is associated with poor mood and problematic gambling. In contrast, harmonious passion for mobile gambling is associated with positive mood but is unrelated to problematic gambling. Based on these findings, and given that problematic gambling is an internationally relevant public health issue (the prevalence of problem gambling is estimated to range from 0.1% to 5.8% in different countries), we suggest interventions focusing on specific uses and gratifications associated with an obsessive passion for mobile gambling may be effective in reducing problematic usage patterns.

Video Game Streaming in Young People and Teenagers: Uptake, User Groups, Dangers, and Opportunities

In recent years, live video streaming platforms for video games have been gaining popularity. These types of services, which enable anyone to broadcast and consume live content, are revolutionising the current video game landscape. Users approach the emergence of and participation in these platforms driven by a range of motivations. It is essential to characterise the different forms of participation in services such as Twitch to evaluate the phenomenon and reflect on its advantages and disadvantages. To that end, a survey was carried out of 580 young people and adolescents aged between 14 and 24. The aim of this study is thus to explore the uptake of these platforms, as well as identify user groups, distinguish between different motivations, and address the associated benefits and harms. Applying a methodology based on factor analysis and cluster analysis, user profiles were characterised according to their specific features, gaming/viewing hours, self-perception of their skill level as a player, devices used, and type or genre of video game. Four subgroups of gamers/viewers were thus identified: casual, social, hobby, and problematic. The results showed that older users and female users feature more prominently in the first two groups, as do those spending less time on video games and live streaming platforms. Conversely, in the hobby and problematic groups, we observe just the opposite. The existence of profiles at possible risk of addiction underlines how, at a preventive level, there is a need for more in-depth research on these types of services and greater public awareness of the dangers of uncontrolled use.

Exploring Viewers' Experiences of Parasocial Interactions with Videogame Streamers on Twitch

Research on parasocial interaction (PSI) has a long tradition in noninteractive environments such as watching TV or listening to radio speakers. In the past years, researchers have started to apply PSI on videogame streaming environments, where the audience can interact with the observed media persona and get immediate feedback on their messages and requests. In a 3 × 2 online experiment (N = 251), we manipulated how a streamer addressed participants (individual vs. collective vs. no addressing) and whether he paid attention to and answered messages in the chat (attention vs. no attention to the chat). Findings show that the more individually participants were addressed and whether the streamer reacted to messages in the chat affected experiences of PSI. Furthermore, alongside their overall enjoyment, PSI predicted viewers' commitment to social norms. We discuss these findings regarding their implications for the conceptualization of PSI in light of interactive novel technologies.

Understanding Knowledgeable Workers' Behavior Toward COVID-19 Information Sharing Through WhatsApp in Pakistan

Using social media through mobile has become a major source of disseminating information; however, the motivations that impact social media users’ intention and actual information-sharing behavior need further examination. To this backdrop, drawing on the uses and gratifications theory, theory of prosocial behavior, and theory of planned behavior, we aim to examine various motivations toward information-sharing behaviors in a specific context [coronavirus disease 2019 (COVID-19)]. We collected data from 388 knowledgeable workers through Google Forms and applied structural equation modeling to test the hypotheses. We noted that individuals behave seriously toward crisis-related information, as they share COVID-19 information on WhatsApp not only to be entertained and seek status or information but also to help others. Further, we noted norms of reciprocation, habitual diversion, and socialization as motivators that augment WhatsApp users’ positive attitude toward COVID-19 information-sharing behavior.

Motivations for the Use of Video Game Streaming Platforms: The Moderating Effect of Sex, Age and Self-Perception of Level as a Player

A particularly striking new phenomenon in recent years is the live streaming of video games through popular platforms, such as Twitch. This study focuses on the motivations and types of use underlying viewer participation in live streaming platforms. Based on the uses and gratifications theory, this paper aims to analyse how three basic motivations are related to the use of video game streaming platforms. Furthermore, it examines the moderating effects that significant variables, such as the audience member’s age, sex or self-perception of level as a player may exert on this relationship. The results reveal that the three types of motivations are positively associated with use of the platform, although notable differences appear, with informational motivations outweighing entertainment and social motivations. At the same time, no moderating effects on the results of the proposed model were found for the heterogeneity stemming from sex and age. Conversely, the influence of informational motivations on the use of these platforms is moderated by the self-perception of level as a player.

A Systematic Review of Literature on User Behavior in Video Game Live Streaming

Video game live streaming is a kind of real-time video social media that integrates traditional broadcasting and online gaming. With the rapid popularity of video game live streaming in the past decade, researchers have started to investigate the relationship between the use of video game live streaming and various psychological variables. In order to fully understand the factors that affected user participation (streamers and audiences) in video game live streaming and provide a reference to the mental health issues of Internet addiction, this paper summarizes the relevant literature on user behavior in video game live streaming. First, we comprehensively searched literature in six social science databases and thus obtained 24 papers that meet our inclusion criteria. Second, the above literature was presented in table form for classification and we found that the effect factors of user behavior in video game live streaming mainly include user demands and platform impact. Based on Use and Satisfaction theory, this paper reviewed the following four aspects: streamer demand, audience demand, interaction behavior and platform impact, then a relevant theoretical framework was constructed. Finally, this paper looks forward to possible future research topics based on the research platform, research data and research content and so on, hoping to provide a foundation and new ideas for future research.

Uses and Gratifications on Augmented Reality Games: An Examination of Pokémon Go

Users are attracted by augmented reality games to fulfil their needs. Two objectives are proposed: (1) to research the motivations of those using augmented reality mobile games; (2) to define a structural model based on Uses and Gratifications Theory for the adoption of augmented reality mobile games. The present study examines the case of Pokémon Go. The model is composed of eight constructs: enjoyment, fantasy, escapism, social interaction, social presence, achievement, self-presentation and continuance intention. The SEM model was empirically assessed based on 1183 responses from Pokémon Go users around the world. Results clearly confirmed the positive influence of almost all the proposed constructs on continuance intention for Pokémon Go. First, these findings may be helpful for the online gaming industry in identifying the game functions that retain more gamers and improve the user experience. Second, the online gaming industry might use these results in order to classify those players with behaviours that favour the use of online games.