Uncovering the Effect of Toxicity on Player Engagement and its Propagation in Competitive Online Video Games

This article seeks to provide accurate estimates of the causal effect of exposure to toxic language on player engagement and the proliferation of toxic language. To this end, we analyze proprietary data from the first-person action video game Call of Duty: Modern Warfare III, published by Activision. To overcome causal identification problems, we implement an instrumental variables estimation strategy. Our findings confirm that exposure to toxic language significantly affects player engagement and the probability that players use similar language. Accordingly, video game publishers have a vested interest in addressing toxic language. Further, we demonstrate that this effect varies significantly depending on whether toxic language originates from opponents or teammates, whether it originates from teammates in the same party or a different party, and the match's outcome. This has meaningful implications regarding how resources for addressing toxicity should be allocated.