How to be a gamer! Exploring personal and social indicators of gamer identity

Over the past decades, digital games have continued to extend their audience as they moved into the cultural mainstream. Despite this fact, however, only a portion of those who play games consider themselves a gamer. Drawing on insights from social identity theory, this study explores the factors that contribute to why people attribute a gamer identity to self or others. It does so by considering 2 sites of identity construction: the social context of players and the broader cultural milieu. Results suggest that a gamer identity is first and foremost associated with stereotypical behaviors that find their origin in a consumption logic. Friendship networks, however, provide an important environment in which a gamer identity can be performed.