GDC 2025 Session Viewer

As community and social media managers, our jobs are a paradox: we want to grow the communities we manage, meaning that we must reach outside our core fanbase and speak to a broader audience. But in doing so, we run the risk of our posts reaching the wrong people, which in turn generates more toxicity – a phenomenon known as Context Collapse. In this lecture, we'll learn a bit more about what Context Collapse is, its effects on social media audiences, and how to mitigate it as we grow our online presence. We'll also dive deeper into solutions used by Dragon Age: The Veilguard, where the social and community teams grew their channels by finding opportunities to create smaller digital spaces.

Takeaway

After this session, you will have a better understanding of Context Collapse, and learn about concrete ways you can avoid it while building a community around your game.

Intended Audience

Social media and community managers, along with wider comms roles who wish to learn more about how social media users communicate with each other.