Video game communities, often a refuge for young men seeking connection, are also increasingly becoming a target for political actors seeking to exploit their engagement and sense of agency, according to video game expert George E. Osborn. Osborn, founder of Half-Space Consulting and author of "Power Play: Video Games, Politics, and the Battle for Global Influence," highlights both the potential for positive social impact and the risks of manipulation within these digital spaces.
According to a 2017 Pew study, 72 percent of American men under 30 play video games, making it a significant congregation point across various demographics. Osborn notes that this sense of safety and belonging within gaming communities presents an opportunity for building connections. However, he also cautions that anti-democratic forces and extremist groups have been leveraging these spaces for years.
A prominent example cited by Osborn is Gamergate in 2014, where a community of gamers rallied to harass female game developers and journalists. This movement attracted the attention of Steve Bannon, who reportedly used Breitbart to provide supportive coverage and recruit from the community for the alt-right movement. Osborn argues that the tactics and community structures developed during Gamergate later influenced groups that organized events like the 2017 "Unite the Right" rally in Charlottesville.
"Bannon’s intuitive understanding of the power of toxic gamer communities created the digital-activist base, the tactical playbook and the strategic approach necessary for ‘mainstreaming’ populist far-right ideas within the online media ecosystem," Osborn writes in his book.
Shifting Demographics and Exploiting Grievances
Historically, video games were marketed based on technology adoption, appealing to families and young men. However, the advent of smartphones, digital storefronts, and economic shifts led game companies to broaden their appeal. This resulted in a global gaming audience of approximately 3.6 billion players, with the US gender split nearing 50/50 and the average player age rising to the late 30s or early 40s. This shift can leave the traditional younger male audience feeling left behind, creating what Osborn describes as a "grievance culture" that political actors can exploit.
Osborn explains that gamers are an attractive target because the nature of play encourages agency and a belief in oneself as an active participant rather than just a consumer. This fosters strong community ties as players discuss strategies and experiences, making these information spaces powerful conduits for influence.
Political campaigns have attempted direct engagement, such as Kamala Harris's campaign creating a branded Fortnite experience. Osborn criticizes this as top-down and non-inclusive, suggesting it can come across as elitist and fail to resonate organically within the gaming community.
In contrast, Osborn highlights how figures like Bannon succeeded by tapping into existing community sentiments, even if those sentiments were rooted in toxicity. By promoting these sentiments upwards, he created a sense of belonging to a larger movement.
Harnessing Gaming's Potential for Good
Despite the exploitation, Osborn emphasizes the vast potential for positive social impact within gaming communities. He points to initiatives like the UN's Playing for the Planet Alliance, which collaborated with game makers to raise awareness about climate change by encouraging them to create content relevant to their communities.
He cites the 2022 fundraisers for the Red Cross through Fortnite by Epic Games, which raised more money than donations from countries like France or Italy. These efforts, he notes, achieved greater reach at a lower cost with more positive outcomes compared to hostile or manipulative tactics.
"When more elite institutions chose to engage with games communities on their terms, they tended to achieve much bigger reach, at a much lower cost, and with much more positive outcomes than any of the hostile uses that I talk about in the book," Osborn states. "And frankly, because these communities have often felt pushed to the side, they also feel particularly validated when someone comes into their space and says, 'Actually, we do recognize your power. We would love to work with you to make the most of it.'"
Osborn also discussed a UK government initiative during the pandemic to combat loneliness through gaming outreach. The campaign encouraged players to spend an hour connecting with friends or colleagues online. Post-campaign polling suggested UK players were more likely to report that video games reduced loneliness compared to other European countries.
Osborn concludes that while democracies have the potential to leverage gaming communities effectively, there is a lack of strategic thinking compared to some authoritarian regimes. He believes that by decentralizing messages and allowing communities to adapt them, there is a significant opportunity for positive engagement and connection.
"We have the ingredients for this to work really effectively, but at the moment it feels like we’ve not got anyone cooking," he says.
A Vital Third Space
For many young men, video game communities serve as a crucial "third space"—a place outside of home and work/school where they feel seen and connected. This is particularly relevant as public investment in traditional community groups, clubs, and youth spaces has declined in both the UK and the US, leaving online communities to fill a significant void.