Gaming has evolved far beyond entertainment, with research increasingly demonstrating its positive effects on social development, community building, and real-world skills. As the industry matures, major publishers are leveraging these inherent social benefits to drive meaningful community change, moving from virtual engagement to tangible social impact.
On 21 May, EA Sports FC’s partnership with LA LIGA and the Love Fútbol Foundation transformed São Paulo’s Arena Palmeirinha, incorporating game-inspired training tools that bridge virtual and physical skill development as part of their FC Futures initiative. This project demonstrates how gaming companies can translate their community engagement expertise into tangible community development, leveraging the collaborative spirit that defines gaming culture.
Gaming is a unique platform
Gaming creates fundamentally different social dynamics than traditional social media platforms as it requires active collaboration towards shared objectives. This goal-oriented cooperation builds deeper social bonds and practical skills that translate to real-world scenarios.
Gaming communities demonstrate high levels of mutual support and sustained engagement with an emphasis on collective achievement and skill development. Players invest significant time helping others improve, organising group activities, and building inclusive communities around shared interests.
It can also promote empathy and perspective-taking, as players must understand teammates’ roles, adapt to different play styles, and communicate effectively under pressure – skills that enhance real-world collaboration and social understanding.
The social benefits of gaming
Contrary to the general perception that video games are harmful to well-being, gaming reveals significant social benefits. Multiple player games can enhance collaboration skills, strategic thinking, and cross-cultural communication. The World Health Organisation has recognised gaming’s potential for social connection and mental health support, particularly for isolated individuals. Gaming communities foster leadership development, with players naturally taking on mentoring roles and organising collective achievements.
These communities also demonstrate remarkable resilience and mutual support. During the COVID-19 pandemic, gaming platforms became vital social lifelines, with many players reporting stronger friendships and support networks formed through gaming than through traditional social channels. This foundation of genuine community connection creates opportunities for impact beyond digital spaces.
From virtual communities to physical change
The gaming industry, with its global reach expected to approach 3 billion users by 2029[1] and its deeply engaged communities, is uniquely positioned to lead this transformation. Unlike traditional corporate social responsibility programmes, successful gaming initiatives build on the medium’s inherent strengths, like its community spirit, collaboration, and sustained engagement.
EA’s FC Future project exemplifies this, showing how the very qualities that define gaming – shared purpose, teamwork, and cross-cultural communication – can have a real impact in both virtual and real-world settings.
Looking forward: from pixels to policy
As the gaming industry continues to grow and mature, initiatives that engage communities in the real-world are valuable models for creating meaningful social impact while building sustainable business value. The industry’s next chapter will be defined not by the games themselves, but by the real-world communities they help build and sustain. Gaming’s greatest achievement may ultimately be proving that digital connections can create lasting positive change in physical communities worldwide.
At Access Partnership, we help technology companies make innovation work for the world. If you’re exploring how to implement community-driven initiatives or navigate the policy landscape around gaming and digital engagement, our experts can help turn vision into impact. Contact us to find out more.
[1] https://www.statista.com/outlook/amo/media/games/worldwide?currency=USD#users
