Document Type

Book Chapter

Publication Date


Publication Title

Handbook of Research on Gender and Marketing



Publisher Name

Edward Elgar Publishing

Publisher Location



As video game technology has evolved, so too has the gendered nature of the video gaming subculture. This chapter characterizes the broad cultural context of gaming and the shifting social patterns of gendered game play. By reviewing existing research at the intersection of gender, gaming, and consumption, we identify three primary research opportunities to build upon existing research: understanding consumers’ lived experiences in the gendered gaming subculture, exploring the gendered gaming marketplace (e.g., shopping, advertising), and investigating the systemic, structural, and cultural underpinnings of gaming. Existing research in the field is not exhaustive nor complete; rather, opportunities for research identify gaps that should be examined more fully by building on existing foundational research. We also address potential challenges of conducting gender-based research in the context of gaming


978 1 78811 537 7


Author Posting. © Edward Elgar Publishing 2019. This chapter is posted here by permission of Edward Elgar Publishing for personal use, not for redistribution. The chapter was published in the Handbook of Research on Gender and Marketing, 2019,

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.