We aimed at analyzing and understanding the peculiarities of video game consumption interviewing hardcore players that interact in Microsoft Xbox 360 virtual communities. The results allowed us to infer that the virtual experience and the online interaction are key elements presently in the consumption of games.


João Fleck, Stefânia Almeida, Utpal Dholakia, and José Mazzon (2011) ,"Gamerz", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


João Fleck, Universidade Federal do Rio Grande do Sul, Brazil
Stefânia Almeida, Pontifícia Universidade Católica, Brazil
Utpal Dholakia, Rice University, USA
José Mazzon, Universidade de São Paulo, Brazil


NA - Advances in Consumer Research Volume 38 | 2011

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