The ties that (healthily) bind: Playing in groups increases game loyalty but decrease addiction

Shih‐I Tai

doi:10.1016/j.chb.2026.109074

The ties that (healthily) bind: Playing in groups increases game loyalty but decrease addiction

2026-09-29

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Alexander S. Dennis *

DOI：10.1016/j.chb.2026.109074

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Online computer games are systems that often involve player groups. Human players may play to temporarily relieve real-world stress, and game developers want customer loyalty, but game design can result in game addiction. However, little is known about which aspects of players' in-group communication and the game environment secure players' game loyalty without fueling addiction, showing a knowledge gap. To address the gap, the present study used both the pleasure-arousal theory and the brain reward circuitry theory as the theoretical lens to delineate how in-group interactions and game environments affect loyalty and addiction differently. After investigating 884 players, the findings uniquely indicate that greater in-group size enhances game loyalty, but does not fuel addiction. In-group trust enhances game loyalty, but, interestingly, reduces game addiction, while in-game real-world familiarity also reduces game addiction. We also found that game escapism fuels both game loyalty and game addiction. Our findings contribute novel means for game providers to strengthen players' computer game loyalty behavior but avoid fueling game addiction, fostering both business success and social responsibility.

Keywords:

Computer game

Loyalty

Escapism

Addiction

Group interaction

Group size

Familiarity

Trust

The ties that (healthily) bind: Playing in groups increases game loyalty but decrease addiction

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