Unity Technologies · Generative research

Defining moderation strategy for a new social gaming network

Unity was building its first consumer product, a social platform for PC gamers. Toxicity had already surfaced as a top concern in earlier research. Before the team set its moderation strategy, I led a study of where moderation fails players today, what they need instead, and how that changes from a group of friends to a public community.

The problem

A new platform needed a moderation strategy, with no evidence on what players would accept.

My role

Lead researcher; secured the budget and partnerships that made the study possible.

What I did

In-depth interviews with 10 PC gamers, including those most targeted by toxicity.

The impact

🔒 Shared with password

A gamer wearing a headset, playing online
  1. 01The question
  2. 02How I studied it
  3. 03What we learned🔒
  4. 04From insight to decision🔒
01 · The question

Where does moderation fail players today, and what should a new platform do differently?

The platform let players connect in many kinds of spaces, from small groups of friends to large public communities. The team was drafting its moderation strategy and had working assumptions about what players wanted. It needed evidence on what goes wrong for players today, and on how far to go: what to automate, what to leave to people, and where moderation stops being welcome.

  1. Question 1 · Pain points and needsWhere do moderation and toxicity control fail players today, and what do they need instead?
  2. Question 2 · GroupsHow do those expectations change across spaces, from small friend groups to public communities?
02 · How I studied it

In-depth interviews, starting from players' own experiences

Asking players what they want only goes so far, so the interviews started from their own experiences of toxicity and of moderation on the platforms they used, and the pain points behind them. I also built the team's working assumptions into the guide, so every finding would answer something the team already believed.

Who we included, and why
Included on purpose

The players most often targeted by toxicity: women, LGBTQ+ players and people from racial minorities.

Balanced overall

So the findings reflected players as a whole, not only those most affected.

10 PC gamers

5 women and 5 men, active across the platforms where gamers meet.

Active onDiscordRedditTwitchSteam
Interviews10 PC gamers, an hour each: experiences, pain points, needs
AnalysisPain points and themes across participants
AssumptionsFindings checked against the team's beliefs
StrategyFindings mapped to the team's moderation principles
A participant sharing their Discord friends list and activity during a remote interview
A remote interview: a participant shares their Discord friends list and activity while we talk about their experiences. Faces are blurred.

Findings and impact are password protected

To respect client confidentiality, the rest of this case study is shared on request.

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