How multiplayer online games can yield positive effects on individual gamers, gaming companies, and society as a whole

Besides being a robust platform for communication and interaction among gamers, multiplayer online gaming could foster a win–win–win scenario for gamers, gaming companies, and the global society. This study developed a comprehensive model that meticulously delineates players’ behaviors and cognitive patterns within multiplayer online gaming settings. This model also incorporates social interactions in gaming and in gaming communities, self-efficacy in gaming, self-awareness, brand intimacy, and a sense of social connection among remote players. Data from a total of 844 surveys were extracted from two distinct player cohorts—one engaged in charitable activities and the other not. Model validation was performed via structural equation modeling using smartPLS, which indicated that philanthropic endeavors can amplify players’ brand intimacy and feelings of social connection with distant players. However, philanthropic activities can also positively or negatively moderate the relation between certain variables. The insights from this study can equip gaming companies with strategic knowledge to benefit players and the global community as they promote their business objectives.