21. Exploring the Future of Social Multiplayer Games
Discussion about social multiplayer games and future opportunities for them.
When it comes to social games (incl. PvP, PvPvE and Co-Op PvE, and hybrid) and where I see opportunities in them — is in the point where we have seen only a glimpse of what social is in games.
This article focuses on discussing about social games and what the future could hold for them.
Note: Some discussions and topics may be still theoretical, so use your best judgement when reading.
State of Social Games
When it comes to social games, the industry has only scratched the surface. Despite decades of innovation, I believe we’ve seen no more than 25% of what’s possible — and the rest 75% is something I call as Social 2.0, which this article explores a bit further than my other articles does.
The technology fundamentals and foundations are there, and the design paradigms are constantly shaping their crafts, but the deep potential for social gaming remains largely untapped.
The reason I’m interested of social in games is that during one of my latest projects, when I was leading an ambitious F2P Mobile MMORPG title, we faced lots of social phenomena around social behavior, players’ need for connectivity, co-op -first gameplay, community behavior, fan behavior, and such; which I found being quite well explainable not just by psychology but also by physiology — from which I started deepening my knowledge and insights on this layer. This has led me to have some really interesting social, economy and monetization system findings and discoveries, which I think would allow studios and anyone interesting of using these in game design, making it more neuro-driven by design, achieve solid business results and building games that go to the billion (or more) dollar club. Physiology wouldn’t be just the only layer used here, where psychology would have its place — as well as good systems design approaches.
It would be exciting to get to build these systems more, as/if an opportunity for that comes (I’m currently open for work opportunities). I think the principles and insights here could be greatly used in various types of games, from hybrid casual games to midcore and hardcore games on a larger scale, given they would be suitable for social systems — and they wouldn’t only be usable for game design, economy design and monetization design, as I believe some of these elements could be worthwhile to be used even for marketing, UA and Ads / Creatives to deep extent.
Historical Perspective
Social multiplayer games have come a long way since the early days of e.g., sitting next to each other playing games, LAN parties and text-based MUDs. From the rise of MMOs like World of Warcraft to the blast of mobile games such as Clash of Clans, developers have consistently sought ways to connect players and offer multiplayer experiences for them.
These games have leveraged e.g., competition, co-op, and shared goals to create experiences that correlate on social levels. Yet, for all this progress, much of the “social” in games remain transactional or surface-level — often limited to e.g., in-game chat, leaderboards, or guilds.
Today’s World
Today’s social games leverage advanced matchmaking, chat and voice comms. (directly or indirectly), and cross-platform play to bring players together.
Games like Fortnite and Call of Duty: Warzone thrive on competition, while PvE multiplayer experiences like Helldivers 2 forster collaboration. Mixed PvPvE games, e.g., Escape from Tarkov, blend these dynamics to create layered and emergent gameplay.
However, the current state of social gaming feels like just a glimpse of what’s truly possible — even some games and their takes on it are strongly going towards the right direction, as I see it.
What Are the Next Potential Frontiers for Social?
Intrinsic and Physiological Power of Bonding
One of the greatest opportunities in social multiplayer games lies in designing for intrinsic-led player bonding — tapping relatedness from intrinsic motivation’s side, in terms of psychological point of view.
Creating in-game connections that extend beyond the virtual world can lead to unparalleled engagement. Shared victories, moments of vulnerability, and cooperative problem-solving can lead to real friendships. Games that intentionally or unintentionally enable such bonds — whether through e.g., guild systems, shared experiences, or communication tools — can achieve magical player retention and satisfaction.
In addition to psychology, the physiological aspect of this bonding could be worth exploring. While many games rely on sympathetic nervous system stimulation (e.g., adrenaline-fueled combat, dopamine-led rewards systems for PvP, etc.), the parasympathetic approach — focusing on e.g., trust, and our physiological need for connection — offers a new potential frontier.
Think about games designed to encourage deep emotional connections. These experiences could redefine how we think about engagement and social games.
Furthermore, to advance some of the takes, there are theories out there that parasympathetic approach would release oxytocin and by that you could based your game design over it instead of fully dopamine and adrenaline-driven choices.
I discuss more about these and related things on my articles here:
Proximity Solutions in Social Gaming
Taking inspiration from intrinsic motivation and physiological engagement principles, proximity solutions could offer another exciting avenue for social gaming.
When I’m talking about these things, even you could apply these on these types of games, I’m not really talking about geolocation-based games really (even though Pokémon Go is a good example of one that has got some things interestingly right — which are something I see you can crack other way around). What I’m after is either using proximity as a complementary mechanism, with optional participation by players by their actual physical presence, and/or virtual proximity solutions simulating your presence and/or fantasy and immersion of seeing yourself in a game.
Imagine systems where proximity (physical and/or virtual) to other players enhances gameplay, fostering collaboration or competition. For example, players in such games could receive passive buffs when operating within a certain range of their guildmates, encouraging tight-knit teamwork and real-time communication. Another example would be designing for a mobile-first 4X game a convoy mechanism with proximity as a mechanism for in-game trading or resources sharing / donations.
Proximity-based mechanics can also tap into neuro-driven design by subtly influencing players’ physiological states. For instance, players who stay close to teammates might experience e.g., a sense of safety and connection. These small touches can make a game feel more alive and socially engaging, deepening immersion.
Whilst I’m suggesting and discussing proximity as a potential path towards the future of social gaming, I’m also suggesting that it shouldn’t be forced — and games leveraging this should always have optional ways how same effects come into play for the players, so that they would have autonomy (another intrinsic motivation) over how they want to engage with the social elements of the game.
Another side to approach these things would be designing virtual proximity systems, which I’m opening more below — and which, when understood right way, actually open much more depth to the social experience.
Virtual Proximity Systems and Mechanics
Virtual proximity systems offer optional layers of engagement that can be particularly compelling in social multiplayer games.
It can mean either using virtual mechanisms to close the actual proximity, or you can have mechanisms that focus on your experience and fantasy in the game from the point of view where you actually feel and see yourself in the game by the immersion of the game’s experience.
These systems allow players to feel connected even when physical closeness isn’t feasible. For example, in a convoy-style game mechanic, proximity could be simulated through shared objectives or synchronized actions. Players might send drones or digital markers to close gaps, enabling proximity benefits without requiring actual physical closeness / presence.
Booster mechanics can also complement virtual proximity systems in the eyes of feeling yourself being really deep in the fantasy of the gameplay — where you’re feeling you’re inside the game. Imagine items or abilities that temporarily extend proximity effects, such as an area-of-effect shield or a shared resource generator. These mechanics not only enhance gameplay but also encourage strategic planning and collaboration. In some games, e.g., deploying a proximity booster could rally scattered teammates and provide a tactical advantage, reinforcing the importance of teamwork.
Overcoming the challenges of virtual proximity systems requires careful balancing and thorough systems design approach. Developers must ensure these mechanics feel intuitive and rewarding without overshadowing other aspects of the game. Thoughtful design can transform virtual proximity into a powerful tool for fostering connection and enhancing the social fabric of multiplayer experiences.
Esports: Bridging the Virtual and Physical Fronts
Esports has emerged as one of the most vibrant and rapidly growing sectors in gaming. Social multiplayer games are perfectly positioned to thrive in this ecosystem, blending virtual experiences with real-world engagement. The competitive nature of PvP and hybrid PvPvE games lends itself naturally to esports, where skill, strategy, and teamwork take center stage.
On the virtual front, games like League of Legends, Valorant, and Fortnite have demonstrated the potential of esports to foster global communities. Players and fans connect through online platforms, live-streamed tournaments, and in-game spectator modes. These virtual events transcend geographical barriers, bringing together diverse audiences and creating a shared sense of excitement.
On the physical front, live esports events offer unparalleled opportunities for engagement. Arena-based tournaments, such as The International for Dota 2 or the Call of Duty League finals, create electrifying atmospheres where fans can celebrate their favorite teams and players. These events not only showcase the competitive aspects of games but also highlight their social potential, as attendees bond over shared interests and experiences.
To sustain and grow esports, developers must invest in accessibility, inclusivity, and community-building. Grassroots initiatives, amateur leagues, and diverse representation can help broaden the appeal of esports, ensuring it remains a welcoming space for players and fans alike. By fostering a culture of respect and collaboration, the industry can unlock more the potential of esports as a social and cultural phenomenon.
Emergent and Systemic Systems in Social Gaming
Systemic and emergent design holds immense promise for social multiplayer games.
These approaches, often more cost-effective (when executed right) than heavily scripted experiences, create opportunities for unique player-driven moments. Roguelite mechanics, dynamic environmental interactions, and synergistic character abilities can all contribute to gameplay that feels fresh every session.
When combined with elements of UGC — in a way that’s just using the 2spirit of UGC” instead of providing complex world building elements — where players’ decisions shape the world around them, the possibilities become even more exciting.
Consider a co-op game where every group’s choice, or individual’s choices within a group, lead to different outcomes affecting gameplay. These emergent systems not only enhance replayability but also drive community engagement and theorycrafting. Players become invested in uncovering hidden synergies, mastering “complex” mechanics, and sharing their discoveries with others. The resulting ecosystem thrives on collaboration, creativity, and social interaction.
Proximity Infused with Emergent
Proximity mechanics could amplify the emergent nature of games by introducing localized dynamics. For example, in a PvPvE scenario, players might encounter environmental hazards or resource opportunities that require close collaboration to overcome. Alternatively, proximity-triggered events — e.g., a sudden ambush or rare loot drop —could create joint encounters and enhance the unpredictability of each session.
These mechanics align with “UGC-inspired“ principles by ensuring that each session feels distinct. Players’ choices about whom to ally with, where to explore, and how to engage with these things shape their narratives based on autonomic choices, creating a sense of ownership and community-driven experience to be part in.
Guild Mechanics and Human Behavior
Humans are inherently social, drawn to groups for survival, collaboration, and identity.
Guild mechanics in games tap into this deep-seated behavior, creating virtual groups that foster belonging, loyalty, and shared purpose. By understanding how players accept and integrate new members into these groups, developers can design systems that encourage positive collaboration — while leveraging e.g., healthy competition, as the case applies; and vice versa.
Guilds serve as microcosms of social structures. New members are often evaluated based on their contributions, compatibility, and alignment with the group’s goals. Games can facilitate this process through tools like shared objectives. For example, new guild members might participate in introductory missions or group challenges to demonstrate their value and build trust.
Collaboration within guilds can be amplified through systems that reward collective effort. Guild-wide achievements, resource sharing, or cooperative crafting mechanics create a sense of interdependence, reinforcing the group’s cohesion. Competition between guilds, whether through leaderboards, PvP tournaments, or resource control, can further deepen engagement by fostering pride and camaraderie. There are some good discussions around multiple sources how we as humans see ourselves as a part of a tribe and how this approach can be used in guild-wars or other systems so that you would be attacking others who aren’t part of your tribe — and, specifically how it fosters certain type of engagement and deep tribe-shielding mechanisms in driving engagement in the game.
However, it’s essential to strike a balance. Excessive competition or rigid hierarchies can alienate players or create toxic dynamics. Developers must design systems that celebrate diversity, encourage inclusion, and prioritize the well-being of all members. Thoughtful moderation tools, clear communication channels, anti-cheat tools, and mechanisms for conflict resolution can help maintain a healthy guild environment.
Guilds also provide fertile ground for monetization. Shared goals, such as unlocking exclusive content or upgrading communal assets, create opportunities for group-based spending. By aligning these systems with intrinsic motivators like relatedness and competence, developers can design monetization strategies that feel rewarding rather than exploitative. These both are something I’m opening more below in this article.
Massive Co-Op Experiences
A truly massive co-op game that integrates some or many of my ideas would be groundbreaking.
Imagine a game where players work together on a scale never before seen, combining PvE challenges, emergent mechanics, and systemic interactions. Such a game could foster a sense of shared purpose and camaraderie, creating a social experience that’s deeply meaningful.
To achieve this, developers must think beyond traditional co-op mechanics:
What if player actions in one session influenced the game world for others?
What if teams could dynamically form and dissolve based on shared goals, creating fluid social structures?
These ideas, while still largely theoretical, have the potential to redefine what co-op gaming can be.
Monetization for Social Games
Monetization in social multiplayer games is another area ripe for innovation.
Building for Groups
Group monetization and economy design can drive healthy, sustainable long-term, and deep LTV when implemented thoughtfully. Shared goals, such as unlocking content for a clan or contributing to a communal resource, create a sense of collective achievement. This approach not only encourages spending but also deepens social bonds within the game.
Proximity Systems Could Enhance Monetization
Imagine consumables or upgrades that only activate when players are near one another, incentivizing collaboration. These mechanics could be tied to group challenges or time-limited events, encouraging players to invest in shared experiences rather than individual gains.
Intrinsic drivers
It’s crucial to approach monetization with respect for players. Intrinsic drivers like relatedness, competence, and autonomy should guide design decisions. By aligning monetization strategies with these principles, developers can create systems that feel rewarding rather than exploitative. You can find more about Intrinsic Monetization here (https://gamesalchemy.substack.com/p/intrinsic-monetization-alternative):
Further Areas To Keep in Mind
Social AI and NPC Integration
Exploration over how AI-driven NPCs could complement player interaction in social games. E.g., NPCs could simulate real players in guilds or teams, offering players a consistent and engaging experience even when their friends or guildmates aren’t online. These type of solutions do exist, but I’m more after what are NPCs in 2.0 version manner.
Hub Mechanisms in Gaming Worlds
In-game hubs, such as villages, open areas, or central gathering spots within a game, serve as vital mechanisms within gaming ecosystems — with which you can further foster the concepts introduced above. These spaces act as focal points where players come together, exchange resources, engage in social interactions, and immerse themselves in the world of the game. Whether in RPGs, open-world adventures, or MMOs, these hubs offer players a place to regroup, plan, and collaborate, often functioning as the backbone of the game's overall experience.
The appeal of in-game hubs lies in their ability to create a dynamic space for players to connect and experience the game’s world and where the world takes players. Villages, towns, or central plazas often serve as the main locations for players to access essential game functions — such as quest-givers, shops, crafting stations, and even social spaces for interaction with other players. They can go on players not only carrying out essential activities but also building communities through trading, group missions, and social gatherings.
What makes in-game hubs so powerful is their ability to scale with the player base and the direction of the game and its world. As the game progresses, these hubs often evolve, adding new content, events, and activities that keep players engaged. For example, seasonal events, special missions, or dynamic in-game economies can transform a village or open space, keeping the environment fresh and encouraging players to return regularly. This constant evolution of hubs helps maintain player interest and drive community involvement, creating a vibrant ecosystem within the game world.
However, managing in-game hubs requires careful balance. Developers must ensure that these spaces remain accessible, functional, and inviting for players while avoiding overcrowding or an overwhelming focus on monetization. Additionally, keeping the social dynamics of these hubs positive and inclusive is crucial to maintaining a healthy in-game community. Toxic behavior or exclusion can detract from the experience, so developers often implement moderation tools or community features to ensure a positive environment.
Long-Term Community Building
Communities usually form around these games. Examining how you can foster thriving, long-term communities is what you need to do. In terms of how these integrate to some concepts introduced in this article, I’ll leave it for your explorations and imagination
Cultural and Regional Nuances
Exploration over how social mechanics can be tailored to different cultural or regional preferences — be they actual or virtual. E.g., some regions might value group harmony and collaboration, while others may lean towards competitive interactions — which can apply on both scenarios, actual and/or virtual.
Role of Spectator Modes, Streaming and Social Platforms
Platforms like Twitch, YouTube Gaming, or Discord influence the social aspects of games. When you’re exploring these fronts, consider the impact of spectator modes, social media integration, and streamer-driven game content on player communities. There are also new players on streaming side, offering “playable” streams, and time will also tell how these infuse to the aspects of social games — if they make it out from the gates.
What also interests me with spectating is potentially enabling in e.g., MMORPGs different spectator modes — from spectating your friends in-game to watching fights on PvP arenas. These could have psychological as well as physiological drivers driving further social engagement.
Interested overall about MMORPGs and what I’ve written about Mobile MMORPGs? See my article about the market here (https://gamesalchemy.substack.com/p/mobile-mmos-innovation-opportunities):
Politics in Social Games
One of the raising frontiers of gaming lies in the integration of social politics into the gameplay itself, creating environments where players not only play but also engage in the shaping of social narratives, alliances, and power structures. This is something you can create as part of the game, or build a whole game over — which can boast from strategy to 4X games to full-blended politics-driven influencing game.
As 4X gets mentioned here, it has lots of social depth — and in terms of what I’ve written about one direction for 4X Strategy games, you can find an interesting article about it here (https://gamesalchemy.substack.com/p/11-the-next-frontier-in-4x-pure-hybrid):
Social in Web Gaming
Lots of social games potential lies in Web Gaming — especially in the future of Web Gaming as well as cross-platform experiences with Web element. Interested to dive deeper on what I’m after? See my article here about what I’m after — there are lots of possibilities with Web and concepts introduced in this article (https://gamesalchemy.substack.com/p/the-future-of-web-games-beyond-what):
The Ethics of Social Engineering in Games
In your game designs, it would be good to address the ethical implications of designing for social behavior. When you’re approaching these types of games, consider questions around manipulation, toxicity, or over-monetization and how you can balance business goals with player well-being. There are also ethical considerations around neuro-driven game design as well as how you want to keep your players immersed and for how long time that’s healthy — and it goes beyond on your mechanisms over things like “player vs. victim” approaches, etc., where you need to ask if victimizing 24/7 someone is the right approach and could there be better ones.
The Road Ahead
The future of social games lies in embracing their full potential as “platforms” / experiences for connection, creativity, and community.
By focusing on e.g., intrinsic motivation, emergent systems, and thoughtful monetization, we can create commercially-oriented experiences that resonate on a deeper level.
The next wave of social games will not only entertain but also enrich players’ lives, forging bonds (remember to allow players to have autonomy over it, where crucial) that extend far beyond the screen.
The journey to realize this vision is just beginning. While many of these ideas are still in their infancy, they represent an exciting frontier for developers, players, and the industry as a whole. The question is no longer whether we can push the boundaries of social gaming, but how far we’re willing to go.
When the explorations are done right, with right means, you end up with a result of great marketability, long-term engagement and retention profile, and high LTV.
Happy exploration around social games — and, I hope this article sparks some further ideas for you around these types of games!