In a nutshell

• Online games like The Elder Scrolls Online are reshaping social connections in Thailand, with 68% of gamers making new friends and 22% staying in touch with loved ones more often through gaming than calls or video chats.
• Social features matter as 73% of Thai players prioritize games with chat, guilds, and collaboration tools, while 31% discover new titles through recommendations from friends and family.
• The Elder Scrolls Online: Feast of Shadows dungeon pack is now live on PC/Mac, with a console release set for September 4, continuing the saga with new dungeons and cooperative gameplay.

In Thailand, outside of LINE chats and shared meals, online gaming has become a new form of connection among locals.

According to a YouGov research commissioned by The Elder Scrolls Online, multiplayer games are becoming the modern “digital dinner table,” helping Thai players forge friendships and stay close to loved ones across distances.

Gaming Builds Bonds Across Generations

The study reveals that 68% of Thai gamers have made new friends through online games, such as Elder Scrolls Online, with Millennials (74%) and Gen Z (67%) leading the way. Urban players were more likely to form new connections (72%) than rural gamers (56%), though the desire to connect through games remains strong across the country.

Interestingly, 22% of respondents say they keep in touch with family and friends more often through online games than via phone (13%) or video calls (14%). Even more striking, 17% believe gaming is better for maintaining relationships than dining out, a notable shift in a culture where meals are traditionally seen as bonding rituals.

Social Features Drive Game Choices

When choosing what to play, 73% of Thai gamers prioritize titles with in-game chat, guilds, and collaborative tools. This emphasis on social features reflects a growing trend where players want games that enable interaction, teamwork, and shared experiences.

Game Director Rich Lambert commented, “For many players, teaming up to conquer dungeons in ESO has become one of the most rewarding parts of the online experience. In Thailand, we often see this spirit of cooperation extend beyond the game itself, with experienced players guiding newcomers—reflecting the generous and community-focused nature of Thai culture.”

Word of Mouth Still Effective

The research also shows that 31% of Thai gamers discover new titles based on recommendations from friends and family. Much like choosing a restaurant or shop, gaming decisions are heavily influenced by trusted social circles.

The Elder Scrolls Online: Feast of Shadows Now Live

To celebrate the power of connection, The Elder Scrolls Online has launched its latest dungeon pack, Feast of Shadows, now available on PC/Mac and coming to consoles on September 4. The expansion introduces two new dungeons, Black Gem Foundry and Naj-Caldeesh, and continues the dark saga of the Worm Cult.