Interlopers or Catalysts? Dissecting the Impact of Incorporating AI Players on Multiplayer Online Games

As AI becomes increasingly embedded in multiplayer online games, AI-controlled players are frequently deployed as opponents to human players. Whereas this practice is becoming increasingly common, its impact on player engagement, social interactions, and the broader game ecosystem remains unclear. Our study investigates the effects of introducing AI players using a natural experiment from a popular multiplayer online game. We find that AI players significantly increase player engagement and encourage players to team up with friends more frequently. These effects are driven by enhanced self-efficacy and perceived team responsibility. Moreover, the positive effects are particularly strong among novice players and among players who previously preferred teaming up with strangers. Our findings offer valuable insights for game developers seeking to enhance player engagement and foster social interaction, highlighting the potential of carefully designed AI participants to strengthen online communities and improve player retention.

• 저널Information Systems Research
• 토픽AI in Service Interactions · Artificial Intelligence
• DOI10.1287/isre.2024.0996
• 저자Qili Wang, Liangfei Qiu