This document provides a case study of the video gaming community that plays DOTA 2. It interviews four members of a DOTA 2 guild called DYRM to understand the community. The guild started as friends connected through broader gaming and have built strong social connections both online and offline through their shared gaming experiences and achievements over time. The document analyzes gaming concepts and "geek speak" used within the community and how newcomers can join by demonstrating skill and connections to existing members. It recommends that brands looking to connect with gamers should have genuine conversations using gaming terminology and providing examples of both good and bad brand integrations into gaming communities.

1. Culture study:
video gamers
Developed by
Sarah Creelman (1118-4470) and
Sarah Gillham (9906-8645)
57025 Intercultural and International Communication

2. THE brief
• Better understand a community or
culture that is not your own
• Identify the unique concept notes and
signifiers that are common to members
of this community
• Provide analysis
• Reflect on the learning experience,
offering recommendations for a
communications strategy

3. Living in a
fantasy world
nerd
Predominantly
male
Anti-social
geek
basement
GAMER
Living at mum
and dad’s house
loner
addicted
single
angry
unhealthy

4. Gamer stereotypes
Source: MUD2MMO : Gamer Stereotypes
https://www.youtube.com/watch?v=r12L6Go2oZs

5. It’s time for a reality check

6. Source: Digital Australia Report 2012
Interactive Gaming and Entertainment Association (iGEA)

7. CASE STUDY: DOTA 2 GUILD
Source: The Noobs Guide to DOTA 2 (IGN)
https://www.youtube.com/watch?v=_pisCoC6fDU

8. Who we spoke to…
Zorine
Chris
DYRM
David

9. The beginnings
• All identify as
gamers from a
young age
• Played a variety
of games before
playing DOTA 2
• Connected through
broader gaming
community
Source: The Noobs Guide to Dota 2 (IGN)
https://www.youtube.com/watch?v=_pisCoC6fDU

10. Community: An academic definition
Peck (1987) identifies characteristics of
community generally as comprising of
‘inclusivity, commitment, contemplation,
consensus and graceful fighting’.

11. What connects DYRM today
• Connections are strong
both online and offline
• Social capital built through
gaming experience and
achievement – continuing to
grow
• Tech trends –
multiplayer, experience
sharing

12. Speaking geek – community
concept notes
Source: South Park Make Love Not Warcraft R Tard
https://www.youtube.com/watch?v=CQTl2kN160g

13. n00b
pro
omg
MOBA
gamertag
Smack talk
Geek speak
quest
Level up
feeder
GTFO +
L2P!
trolling
guild
clan
avatar

14. Joining the clan
• Skill and achievement based community
• Access determined by capabilities
• ….but membership is reflective of real
world friendships
• Curated entry – it’s who you know AND
what you know

15. How do you connect with gamers?
• Start a genuine conversation
– on gamer terms
• Brands and orgs are
already working (some
successfully!) to connect
with gamers:
– SIMs case study – good
– Medal of Honor case study –
bad
– Australian defence forces –
getting in the game

16. reflection
“Research consistently
shows that activation of a
stereotype can influence
behavior, typically
resulting in an increase in
stereotype-consistent
behavior, even when the
stereotype and related
behavior are somewhat
negative”
– (Campbell and Mohr 2011).

17. What next for gamers?
• Gaming is becoming more accessible –
Tablets, PCs, smartphones, consoles
• More people are “gamers” than ever
before
• Tech innovation – PS4 share button
• Future of online gaming communities is
bright!

18. Think again – this is the real gamer
connected
grown up
creative
balanced
Gamer 2.0
friendly
Guys AND
girls
normal
passionate
Employed!
competitive
social

19. Thank you
Any questions?