The Evolution of Community Management in Gaming: From Forums to AI-driven Engagement

Introduction

With the advancement of digital technologies and the expansion of the gaming industry, the issue of effective community management has become increasingly relevant. Online communities have become an integral part of the gaming ecosystem, significantly influencing both the user experience and developers' strategic approaches. The transformation of communication methods – from early forums and IRC chats to modern platforms integrating artificial intelligence (AI) tools – has reshaped interactions between players and developers, necessitating thorough scientific analysis.

Marti C. L. et al. [1, с. 438-458] propose a conceptual model for the use of artificial intelligence in brand-oriented online communities, highlighting a significant research gap in the systematic approach to automation and personalization of service interactions. Similarly, Huang M. H. and Rust R. T. [3, с. 155-172] analyze the impact of artificial intelligence in the service industry, emphasizing the scientific novelty of identifying dynamic processes that emerge when AI is integrated into service systems. They suggest that deep AI integration not only optimizes processes but also creates new forms of user interaction by employing a mixed methodology that combines qualitative analysis with conceptual justification. Kaplan A. and Haenlein M. [4, с. 15-25] explore the interpretational aspects and implications of integrating voice assistants such as Siri, demonstrating that the technological novelty of AI raises various ethical and methodological questions that remain underexplored.

Gillespie T. [2] examines content moderation mechanisms and platform governance, drawing attention to the hidden decision-making processes shaping content in social media. The study identifies a major research gap in understanding how these decisions impact community management. Kleer N. and Kunz R. E. [5, с. 204-237] investigate the influence of community participation on the strategic business models of video game companies, emphasizing a lack of research on adapting business processes to new forms of digital interaction.

A review of existing literature reveals a clear research gap in the absence of a comprehensive study that combines a historical analysis of community management evolution in the gaming industry with an examination of contemporary AI-based interaction trends.

The objective of this study is to analyze the development of community management in the gaming industry, tracing its evolution from early forums and informal communities to modern AI-driven platforms.

The scientific novelty lies in synthesizing theoretical perspectives from previous research with an analysis of the transformational mechanisms in gaming community management. This approach enables an interpretation of the transition from traditional forums to innovative AI-based interaction models.

The research hypothesis suggests that while AI tools are highly effective in handling large data volumes and facilitating real-time moderation, they cannot fully replace human involvement. The optimal approach is a hybrid community management model, where AI systems handle routine and analytical tasks while strategic and emotionally sensitive aspects remain within the expertise of experienced professionals.

The study's methodological foundation is based on an analysis of open-access scientific publications.

1. Community management: importance in the gaming industry

Community management is a structured process of forming, developing, and maintaining communities united by shared interests, values, and passions related to a specific brand or product. In the gaming industry, this process involves organizing and coordinating interactions between players, developers, and other stakeholders, contributing not only to increased audience engagement but also to the creation of sustainable cultural spaces that facilitate knowledge exchange, experience sharing, and creative expression.

Effective community management in the gaming industry is strategically important, as active and loyal communities can:

• Improve feedback between players and developers, enabling the prompt resolution of issues and product refinement.
• Create additional value for the brand through user-generated content, informal opinion leaders, and organic marketing.
• Ensure the stability and competitiveness of a game in the market by fostering long-term relationships and enhancing audience trust [1, с. 438-458].

It is essential to distinguish community management from social media management. While the latter primarily focuses on managing a brand’s presence on social platforms, promoting advertising messages, and shaping an image through mass communication, community management is centered on building personalized, two-way relationships with community members. This involves active participation in discussions, user support, event organization, and fostering self-organization within the community.

Table 1 illustrates the key differences between these two approaches.

Table 1

Comparative analysis of community management and social media management [1, с. 438-458; 4, с. 15-25]

Historically, community management in the gaming industry has evolved from informal, self-governed online groups to integrated support systems that combine both manual and automated interactions. In the early stages, when gaming communities were primarily based on dedicated forums and chat rooms, moderation and communication functions were carried out by enthusiasts and volunteers. Over time, as audiences grew and gaming products became more complex, the need for a more structured approach emerged. This led to the establishment of professional community manager roles, responsible for strategic planning, analytical evaluation of user feedback, and event organization.

Forums became essential components of early gaming communities. They served as spaces for discussions on gameplay, technical aspects, and future updates, while also shaping the cultural norms of player interaction. Many developers took forum activity into account when planning the further development of their games.

IRC provided a platform for real-time communication among users, facilitating rapid information exchange and the formation of tightly-knit interest-based groups. These channels were particularly popular among multiplayer online game enthusiasts.

Fan sites became the first creative platforms where users not only engaged in discussions but also produced original content, such as fan art, guides, and modifications. This contributed to the development of a unique gaming culture and strengthened the connection between developers and the community [1, с. 438-458].

The historical evolution of community management in the gaming industry demonstrates a transition from simple, informal communication platforms to highly advanced and structured interaction systems. This process has been driven not only by technological advancements but also by profound sociocultural changes, highlighting the importance of further research in this field to improve communication quality and player support in the digital age.

2. Stages of development

In the early period of online gaming, informal communication platforms such as internet forums, IRC channels, and fan sites played a key role. During this time, moderation and coordination functions were primarily carried out by enthusiasts, contributing to the formation of the first sociocultural norms and traditions within gaming communities [1, с. 438-458; 5, с. 204-237]. Multiplayer games such as EverQuest, Ultima Online, and later World of Warcraft played a particularly important role by fostering continuous information exchange between players and developers. These games required communities to self-organize to address technical and gameplay-related issues, laying the foundation for the emergence of professional community management roles.

The 2010s marked a period of rapid expansion in social media and streaming platforms, significantly transforming traditional models of interaction within gaming communities. The rise of platforms such as Facebook, Twitter, Reddit, and Discord enhanced communication capabilities, enabling more dynamic and immediate information exchange. At the same time, new opinion leaders emerged–streamers and content creators – whose activities on platforms like Twitch and YouTube became crucial in shaping a game’s image and its community. Games such as Destiny 2, Warframe, and No Man’s Sky illustrate how active engagement with influencers and audiences can have a substantial impact on marketing strategies and product development [1, с. 438-458]. During this period, the focus shifted from internal communication within gaming platforms to the expansion of external digital channels, which significantly broadened the audience and increased player engagement.

The modern stage of community management in the gaming industry is characterized by the active integration of advanced technologies, with artificial intelligence (AI) tools and big data analysis playing a central role. In the 2020s, AI-driven technologies such as chatbots, automated moderation systems, and personalized content algorithms became an essential part of gaming community support strategies [2]. These technologies not only enable the rapid processing of large volumes of user requests but also facilitate detailed player behavior analysis, helping to identify potential issues, including toxicity in communication. However, automation raises concerns about maintaining the "human" aspect of management, as empathy and the flexibility of traditional methods remain irreplaceable in resolving complex conflicts. Thus, modern trends represent a synthesis of technological innovation and traditional methods aimed at creating a safer and more personalized environment for player interaction.

For a clearer representation of the key characteristics of each stage of community management development, Table 2 is presented below.

Table 2

The main stages of the development of community management in the gaming industry [1, с. 438-458]

The evolution of community management in the gaming industry illustrates how technological advancements and sociocultural changes drive the continuous adaptation of community management strategies. The transition from manual management and volunteer moderation to the implementation of AI-driven automated systems reflects the industry's efforts to improve efficiency and responsiveness in addressing emerging challenges. However, despite technological progress, maintaining the human factor remains essential for ensuring empathetic and flexible interaction with players, which continues to be one of the key challenges of the present era.

3. Future Trends

With the advancement of digital technologies and the rapid growth of user data volumes, artificial intelligence (AI) technologies are becoming a key tool in the evolution of community management. Modern solutions such as GPT chatbots and voice assistants enable scalable and efficient interaction with players, enhancing communication effectiveness.

GPT chatbots demonstrate a high capability for natural language processing, allowing them to engage in meaningful dialogues, respond to user inquiries, and even perform preliminary content moderation. These systems can adapt to individual communication styles, ensuring personalized interaction with the audience [3, с. 155-172].

Voice assistants in games are integrated into the user interface, enabling intuitive and hands-free interaction. These systems facilitate quick resolution of user queries and improve service quality, particularly in situations where standard support channels are under high demand [4, с. 15-25].

Automated sentiment analysis serves as a tool for monitoring the emotional state of a community. AI-powered systems can analyze text messages in real time, detect negative or positive trends, and signal potential outbreaks of toxicity, allowing for timely adjustments to moderation strategies [2].

Personalized interaction is based on the collection and analysis of big data regarding player behavior. Such systems enable the delivery of content, promotions, and support tailored to individual user needs, fostering higher engagement and audience loyalty [1, с. 438-458].

For a deeper analysis of the advantages and challenges of AI technologies in community management, Table 3 is presented below.

Table 3

Key AI technologies in community management: advantages and challenges [1, с. 438-458; 4, с. 15-25; 5, с. 204-237]

Thus, despite the potential of AI in optimizing community management processes, its implementation raises several ethical and practical challenges. One of the key questions remains: can AI replace human community managers? While automated systems can efficiently handle routine tasks, they lack empathy, nuanced emotional assessment, and the ability to creatively resolve conflicts, which are critical in managing complex social interactions.

One of the primary risks of automation is the loss of the "human" factor. Excessive reliance on AI systems may lead to mechanized user interactions, negatively affecting trust and player satisfaction. Additional risks include algorithmic bias and potential errors in sentiment analysis, which could result in unfair moderation or inadequate responses to user inquiries.

The integration of AI in community management should be approached with caution, considering not only technological capabilities but also ethical concerns, ensuring a balance between process automation and maintaining high-quality, human-centered interaction.

Conclusion

An analysis of the evolution of community management in the gaming industry has been conducted, tracing its development from informal online communities on forums, IRC channels, and fan sites to modern high-tech solutions based on artificial intelligence and big data analytics. The study demonstrates that effective management of gaming communities requires not only continuous technological advancements but also the preservation of a crucial human element, ensuring empathetic and flexible engagement with users.

The transition from volunteer moderation to the integration of automated systems has significantly improved the efficiency and scalability of processes. However, it has also introduced new challenges related to algorithmic bias and the loss of emotional depth in interactions. The proposed hypothesis that a hybrid model, where automated tools complement rather than replace experienced professionals, is necessary has been confirmed through the findings of this study.