Escola Superior de Propaganda e Marketing

What is the Gaming Lifestyle?: An Exploratory Investigation

The gaming lifestyle represents a complex, hybrid identity where virtual experiences and real-world social dynamics converge to shape modern consumer behavior.

• Gaming is now a central component of identity and psychological well-being rather than a peripheral hobby, with six core dimensions—competition, media consumption, microtransactions, marketing, socialization, and enjoyment—accounting for 45 percent of variance in player behavior.
• Social interaction and media influence act as the primary catalysts for both community engagement and player purchasing habits.
• Commercial immersion, specifically through microtransactions and targeted marketing, is now inextricably linked to the player's pursuit of enjoyment and competitive achievement.