University|10-28-2025

Gamer Well-Being in AI-Enhanced Skin Trading

Our new Psychology & Marketing (IF: 9.1, CS: 15.9) study finds that in gaming, social relatedness, competence, and autonomy boost well-being, largely through playful enjoyment. Notably, AI-assisted skin trading shows a direct positive link to well-being (not only mediated by fun), while peer influence is small.

We used a mixed-methods design (PLS-SEM & fsQCA) with an international gamer sample focused on Counter-Strike 2 skins and the Steam market. Relatedness is the strongest lever for both enjoyment and well-being. A second study adds LSTM forecasting for skin prices to connect behavior and market dynamics.

A big thank you to the great team: Dragan George Bogdan, Wissal Ben Arfi, Tatiana Khvatova, and Alexandrina Brînză!

Abstract

This study aims to enhance our understanding of the factors that predict well-being in video gaming, a rapidly growing form of entertainment and social engagement. Using self-determination theory (SDT), the research explores the behaviors of gamer consumers. Data were collected through an online questionnaire. Responses from 265 gamers across 22 countries were collected through various social media platforms for gaming. Autonomy, competence, and relatedness rooted in using skins influenced well-being indirectly through game-playing enjoyment, with relatedness emerging as the most impactful factor. Artificial intelligence (AI)‑enhanced trading exerted a direct positive effect on well‑being. However, unlike autonomy and competence, it did not exert an effect through enjoyment. Peer influence had only a marginal effect. These results underscore the critical role of intrinsic motivators, particularly relatedness, in shaping well-being through enjoyable gaming experiences. Ultimately, although autonomy and competence rooted in using skins also contribute to well-being, relatedness is the strongest predictor. This finding suggests that fostering social connections in gaming environments can enhance gamers‘ overall well-being.

Reference

Drăgan, G. B., Ben Arfi, W., Khvatova, T., Tiberius, V., & Brînză, A. (2025). More than just a game: How intrinsic motivation and AI-enhanced trading shape consumer well-being in virtual markets. Psychology & Marketing, in press. doi:10.1002/mar.70065