The Elder Scrolls Online Study Reveals: Online Games Are the New Social Bonding Space for Players
A recent study conducted by YouGov, supported by Bethesda Softworks through The Elder Scrolls Online (ESO), reveals a fascinating shift in how Thai players—especially younger generations—form and maintain relationships. The study highlights the growing importance of online games as more than just entertainment: they’re becoming a new kind of social space.
Key Highlights from the Research
- Games Create Real Friendships
Over two-thirds of Thai gamers, particularly among younger players, have made new friends through online games. - Gaming Over Meals or Phone Calls
Around 22% of participants said playing games together builds stronger bonds than talking on the phone (13%) or even video calls (14%).
Interestingly, 17% of Thai gamers believe gaming strengthens relationships more than eating meals together—a deeply cultural activity in Thai society that traditionally symbolizes closeness. - Social Features Matter
About 73% of respondents said in-game communication tools (such as chat, guild systems, and co-op features) play a major role in their decision to play a particular game.
Demographic Trends Among Thai Players
- Most Play to Connect
68% of Thai players use ESO as a platform to meet and connect with new friends online. - Urban vs. Rural Divide
72% of urban players reported making new friends via gaming, compared to 56% of players in rural areas.
While rural figures are lower, they still reflect the growing role of online games in bridging social gaps even in less digitally connected areas. - Millennials vs. Gen Z
74% of Millennials reported making friends through online games, followed closely by Gen Z at 67%.
Insights from the ESO Game Director
Rich Lambert, Game Director at ZeniMax Online Studios, stated that dungeon runs and cooperative content are some of the most meaningful experiences for Thai players in ESO.
He also praised the welcoming nature of Thai gamers, especially their tendency to help newcomers—highlighting a community spirit that mirrors Thailand’s cultural values of generosity and togetherness.
Influence on Purchasing Decisions
- 73% of Thai gamers consider social features as a key factor when choosing which games to buy.
- 31% discover new games through recommendations from friends or family—proving that word-of-mouth is still a powerful driver in the gaming ecosystem.
About the Study
- Conducted between July 7–10, 2025
- Involved 500 Thai participants aged 18 and above who have either played or are interested in playing online games
- Results were weighted to reflect the general Thai population
Final Thought
This research confirms what many already feel: gaming isn’t just a hobby anymore—it’s a community. For Thai gamers, especially Millennials and Gen Z, online games like The Elder Scrolls Online have become new digital gathering spaces where relationships are formed, support is offered, and meaningful interactions take place.
As in-game social features gain prominence and word-of-mouth drives discovery, game developers would do well to prioritize player connection—not just competition. In today’s digital world, games are not only where we play, but where we belong.
