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  • How is esports shedding its loner image?
  • How is esports shedding its loner image?
    Magnus (2019) ©
CASE STUDY

Medal: creating social moments for gamers

The sociability of online gaming, and increasing dominance of video game streaming, has seen gamer culture cross over to the mainstream. In-game clipping service Medal is looking to harness the social power of this lucrative consumer group, to become the next big name in social sharing.  

Location United States

Scope
Contrary to stereotypes of lazy, loner gamers, video games have a history of being highly social. As early as 1978, Multi-User Dungeons saw classmates play text-based adventures together on their university servers. [1] Since the runaway success of Sony’s PlayStation 2, which brought online gaming to the masses in 2000 and became the best-selling console of all time, the social aspect of online gameplay has exploded. [2] In fact, 72% of Gen Yers and 74% of Gen Zers say playing games together helps to cement their friendships. [3] A huge component of this social element ...

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