League of Legends owner Riot Games is performing scientific research on human behavior

Riot began with a concept called priming. Past psychology studies have shown that exposing people to certain stimuli, such as particular words, images or colors, can subconsciously influence their later behavior. Lin and his Riot colleagues wanted to see if they could use color to influence League of Legends gamers to act more cooperatively within their five-person teams and display less rude or toxic behavior toward other players.

via Inside the Largest Virtual Psychology Lab in the World — Backchannel — Medium.