Volume 32, Issue 4, October 2010, Pages 313–329

Measuring social dynamics in a massive multiplayer online game


Abstract

Quantification of human group-behavior has so far defied an empirical, falsifiable approach. This is due to tremendous difficulties in data acquisition of social systems. Massive multiplayer online games (MMOG) provide a fascinating new way of observing hundreds of thousands of simultaneously socially interacting individuals engaged in virtual economic activities. We have compiled a data set consisting of practically all actions of all players over a period of 3 years from a MMOG played by 300,000 people. This large-scale data set of a socio-economic unit contains all social and economic data from a single and coherent source. Players have to generate a virtual income through economic activities to ‘survive’ and are typically engaged in a multitude of social activities offered within the game. Our analysis of high-frequency log files focuses on three types of social networks, and tests a series of social-dynamics hypotheses. In particular we study the structure and dynamics of friend-, enemy- and communication networks. We find striking differences in topological structure between positive (friend) and negative (enemy) tie networks. All networks confirm the recently observed phenomenon of network densification. We propose two approximate social laws in communication networks, the first expressing betweenness centrality as the inverse square of the overlap, the second relating communication strength to the cube of the overlap. These empirical laws provide strong quantitative evidence for the Weak ties hypothesis of Granovetter. Further, the analysis of triad significance profiles validates well-established assertions from social balance theory. We find overrepresentation (underrepresentation) of complete (incomplete) triads in networks of positive ties, and vice versa for networks of negative ties. Empirical transition probabilities between triad classes provide evidence for triadic closure with extraordinarily high precision. For the first time we provide empirical results for large-scale networks of negative social ties. Whenever possible we compare our findings with data from non-virtual human groups and provide further evidence that online game communities serve as a valid model for a wide class of human societies. With this setup we demonstrate the feasibility for establishing a ‘socio-economic laboratory’ which allows to operate at levels of precision approaching those of the natural sciences.

All data used in this study is fully anonymized; the authors have the written consent to publish from the legal department of the Medical University of Vienna.

Keywords

  • Social network analysis;
  • Network theory;
  • Massive multiplayer online game;
  • Social balance;
  • Triadic closure;
  • Quantitative social science

1. Introduction

Quantification of collective human behavior or social dynamics poses a unique, century old challenge. It is remarkable to some extent that mankind knows more about dynamics of subatomic particles than it knows about the dynamics of human groups. The reason for this situation is that the establishment of a fully experimental and falsifiable social science of group dynamics is tremendously complicated by two factors: First, unlike many problems in the natural sciences, dynamics of societies constitute a complex system, characterized by strong and long-range interactions, which are in general not treatable by traditional mathematical methods and physical concepts. Second, data is of comparably poor availability and quality ( Watts, 2007 and Lazer et al., 2009). Evidently it is much harder to obtain data from social systems than from repeatable experiments on (non-complex) physical systems. Despite these severe problems, it is nevertheless paramount to arrive at a better understanding of collective human behavior. Only recently it became most evident in the context of economics and finance, which costs are associated to misconceptions of human collective behavior. If the dynamics behind collective behavior are going to remain as poorly understood as they are today, without being able to generate statements with predictive value, any attempts of managing crises will turn out not a whit better than illusionary.

Many complex systems cannot be understood without their surroundings, contexts or boundaries, together with the interactions between these boundaries and the system itself. This is obviously necessary for measuring large-scale dynamics of human groups. Regarding data acquisition it is therefore essential not only to record decisions of individual humans but also the simultaneous state of their surroundings. Further, in any data-driven science the observed system should not be significantly perturbed through the act of measurement. In social science experiments subjects usually are fully aware of being observed—a fact that might strongly influence their behavior. Finally, data acquisition in the social sciences becomes especially tiresome on group levels, see, e.g. Newcomb (1961). Traditional methods of social science such as interviews and questionnaires do not only need a lot of time and resources to deliver statistically meaningful assertions, but may introduce well-known biases ( Carrington et al., 2005). To many it might seem clear that social sciences can not overcome these problems, and that therefore social sciences would always remain on a lower quantitative and qualitative level than the natural sciences.

Both issues, the availability of data, and the possibility to take simultaneous measurements on subjects and their surroundings, might appear in a radically more positive light when looking at massive multiplayer online games (MMOGs) (Castronova, 2005). Such computer games not only allow to conduct complete measurements of socially interacting humans, they also provide data at rates comparable to physical experiments. Remarkably, one of the largest collective human activities on the planet is the playing of online games. Currently more than a hundred million people worldwide play MMOGs—the well-known game World of Warcraft alone has more than 10 million subscribers as of today. MMOGs exhibit such an enormous success due to offering their players possibilities to experience alternative or second lifes, not only providing (virtual) economic opportunities, but also a huge variety of possible social interactions among players. Many MMOGs provide rich virtual environments facilitating socialization and interactions on group levels ( Yee, 2006a, Yee, 2006b and Castronova, 2005). Motivation of players to participate in MMOGs are highly heterogeneous, ranging from establishing friendships, gain of respect and status within the virtual society, to the fun of destroying the hard work of other players. Besides economical and social interactions, modern MMOGs also offer a component of exploration, e.g. players can explore their ‘physical’ environment, such as specific features of their universe, ‘biological’ details of space-monsters, etc., and share their findings within ‘specialist’ communities.

From a scientific point of view online games provide a tool for understanding collective human phenomena and social dynamics on an entirely different scale (Bainbridge, 2007 and Castronova, 2006). In these games all information about all actions taken by all players can be easily recorded and stored in log-files at practically no cost. This quantity of data has been unthinkable in the traditional social sciences where sample sizes often do not exceed several dozens of questionnaires, school classes or students in behavioral experiments. In MMOGs on the other hand, the number of subjects can reach several hundred thousands, with millions of recorded actions. These actions of individual players are known in conjunction with their surroundings, i.e. the circumstances under which particular actions or decisions were taken. This offers the unique opportunity to study a complex social system: conditions under which individuals take decisions can in principle be controlled, the specific outcomes of decisions can be measured. In this respect social science is on the verge of becoming a fully experimental science ( Lazer et al., 2009) which should increasingly become capable of making a great number of repeatable and eventually falsifiable statements about collective human behavior, both in a social and economical context.

Another advantage over traditional ways of data acquisition in the social sciences is that players of MMOGs do not consciously notice the measurement process.1 These ‘social experiments’ practically do not perturb or influence the sample. Moreover MMOGs not only open ways to explore sociological questions, but – if economic aspects are part of the game (as it is in many MMOGs) – also to study economical behavior of groups. Here again economical actions and decisions can be monitored for a huge number of individual players within their social and economical contexts. This means that MMOGs offer a natural environment to conduct behavioral economics experiments, which have been of great interest in numerous small-scale surveys, see, e.g. Gächter and Fehr (1999) and Henrich et al. (2005). It becomes possible to study the socio-economic unit of large online game societies.

In the past years we have recorded practically all actions of all players taken in the self-developed, proprietary MMOG Pardus which is online since 2004. Pardus is an open-ended game with a worldwide player base of more than 300,000 people. Players reside and act within a virtual, persistent futuristic universe and make up their own goals. Most players invent and develop their virtual social lifes without constraints by the game setup. The game’s environmental topology is given but can be manipulated by the players to some extent. Players self-organize within groups and subgroups, claim territories, decide to go to war, etc., completely on their own accounts. Players typically participate in the game for several weeks to several years.

Players of Pardus characteristically engage in various economic activities to increase their wealth (non-convertible game money): There are numerous possibilities for jobs, such as mining and processing basic resources from the environment, trade, production, assembly and consumption of commodities, etc. Economic life is embedded in a production tree which provides a basic framework for player-created industries. Trade occurs following simple ‘rules’ within dynamic and demand-oriented virtual markets constituted by groups of players. Social life within Pardus is based on means of communication with fellow players in various forms, such as chat, forum, private messages, which allow the establishment of e.g. friendships or hostile relations. There are a number of ways to publicly display one’s ‘status’ within the virtual society: Purchase of expensive status symbols, such as space ships, earning of medals of honor for war efforts or for defeating outlaws, etc. These possibilities are not only well used, but constitute an important psychological driving force for many players.

Given the complete data set from the Pardus game, here we follow two major directions of research.