A new study shows that online gaming is transforming how Thai players connect with friends and family. Moreover, many now see games as a digital alternative to traditional bonding. The research came from The Elder Scrolls Online and was conducted by YouGov.
Building Friendships Through Games
The survey included 500 respondents across Thailand. It revealed that two-thirds of gamers have made new friends through online games. In fact, younger generations lead the trend, with 74% of Millennials and 67% of Gen Z players forming friendships online.
Urban players are more likely to build friendships (72%) than rural players (56%). However, rural gamers still use online spaces to meet new people, proving games remain accessible for all communities.
Gaming as a New Digital Dinner Table
Thai culture values bonding over shared meals and LINE chats. Today, however, online games are emerging as a “digital dinner table.” The study found that 22% of players use gaming to stay in touch with loved ones. As a result, this number surpasses phone calls (13%) and video calls (14%). In addition, 17% even said gaming maintains relationships better than sharing a meal out.
“For many players, teaming up to conquer dungeons in ESO has become one of the most rewarding parts of the online experience,” said Game Director Rich Lambert. “In Thailand, this cooperation often extends beyond the game. For example, experienced players guide newcomers, showing the generous and community-focused nature of Thai culture.”
Social Features Drive Play and Purchases
The research also highlights the importance of social tools in gaming. 73% of Thai players value in-game chat, guilds, and leaderboards when deciding what to play. In addition, 31% discover new titles through friends and family recommendations, showing how word of mouth continues to shape gaming choices.
According to Lambert, MMORPGs like The Elder Scrolls Online let players role-play, shape their own journey, and most importantly, share those adventures with friends. Therefore, the game serves as both entertainment and a way to maintain real-world relationships.
The Elder Scrolls Online Now
Players eager to experience this connection can try The Elder Scrolls Online. The “Feast of Shadows” Dungeon Pack is available now on PC/Mac, and it will arrive on consoles September 4. For more information and updates, visit the game’s official website.
About the Survey
Bethesda Softworks commissioned the survey, and YouGov carried it out between July 7–10, 2025. The study involved 500 Thai residents aged 18 or older, all of whom play or are open to playing online games. Moreover, the data was weighted to reflect Thailand’s population.
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