Blaming the algorithm when losing: how matchmaking algorithm salience affects gameplay enjoyment through internal attribution

Purpose This research examines how the salience of matchmaking algorithms (i.e. the extent to which these algorithms are cognitively prominent during gameplay) affects users' experience in online competitive gaming. Design/methodology/approach An exploratory sequential mixed-methods design is employed. In the qualitative phase, semi-structured interviews were conducted to explore how matchmaking algorithm salience shapes players' gameplay experience. From this, a process model emerged and was tested in the quantitative phase using a quasi-field survey with a retrospective recall design. Findings This research shows that the mere salience of the matchmaking algorithm, irrespective of its actual interference, can influence users' gameplay experience. Specifically, when the matchmaking algorithm is more salient, users are more likely to attribute a loss to external factors (i.e. the matchmaking algorithm), which in turn is associated with lower gameplay enjoyment. This effect is pronounced when the game outcome is a loss but not when it is a win. Originality/value This research is the first to examine matchmaking algorithm salience in online gaming. It contributes to human–algorithm interaction research by demonstrating that algorithm salience, an attentional process, conditions how players interpret game outcomes and assign responsibility, revealing a design–experience paradox with broader implications for contexts where algorithmic systems operate in the background.