From spectatorship to loyalty: Unraveling the influence of game streaming watch and gaming-related social connectivity on MOBA gamers

Online gaming is quickly gaining popularity, but the effects of game streaming and social connections on player loyalty remain under-explored. This study aimed to investigate the effects of watching game streaming and game-related social connections on player loyalty in MOBA games based on social cognitive theory and social capital theory. Game streaming watching was hypothesized to have a positive effect on personal skills and cooperative game knowledge, and game-related social connections had a positive effect on cooperative game knowledge. In addition, the study examined the effects of these factors on player loyalty. The study was conducted by constructing structural equation modeling and administering questionnaires to 415 MOBA gamers. Specifically, watching game streams significantly improves individual skill and cooperative game knowledge, which in turn positively affects game loyalty. Game-related social connections also significantly increase cooperative game knowledge and directly contribute to higher game loyalty. Furthermore, both individual skill and game cooperation knowledge positively mediated the relationship between game streaming watch and game loyalty. This study provides valuable insights for stakeholders and game industry practitioners by elucidating the mechanisms behind MOBA game loyalty, and promotes greater engagement among MOBA gamers.