University of Bors Consumer Behaviour in Fashion, 7.

5 credits Filipe Lima S112516 2012-02-01 Group assignment 1

Erik Wall S101928 Frida Johansson S083714 Grete Simanaityte S119679 Sarah Fredriksson S082642

THE GAMER
- a subculture -

Table of Contents
1. Introduction.........................................................................................................1 2. Methods...............................................................................................................1 3. The Gamer..........................................................................................................2 3.1 Definition........................................................................................................2 3.2 History and Development..............................................................................2 3.3 Gamer and culture.........................................................................................3 3.3.1 Who plays................................................................................................3 3.3.2 What do they play....................................................................................3 3.3.3 How do they play.....................................................................................4 4. Explanation of the quiz........................................................................................5 References..............................................................................................................1 Appendix The Quiz................................................................................................1

1. Introduction
Our world is full of assumptions that affect and influence subcultures and stereotypes. One assumption most of us have in common is of the grand online gamer, the one who spends both days and nights locked in his/her room in front of a big computer screen living in a virtual world. We tend to find gamers with lack of social skills (or perhaps, not as developed as others) that live through their online avatars and nicknames, having little connection with the physical world the rest of us live in. Contradicting the prejudice, in many gamers opinions, gaming has become a subculture, where gaming is more than a hobby, but rather a lifestyle, an industry or even a potential carrier. Gaming has even influenced, to mention a few, music, books, fashion, art and speaking patterns, highlighting the importance and influence this subculture has today. Gaming is not supposed to be viewed as something unsocial but rather the opposite - it is social and there is a world built around this subculture that many of us will never encounter.1 To find out more about gamers and their lifestyle we have created a quiz Are you a true online gamer? that asks fourteen simple questions, yet relevant, on the topic that will help us understand this subculture and their way of living. Note: in this paper we focused on online gaming, therefore excluding other types of games such as board games, card games, collectable games and parlour games (including charades and other indoor game activities).

2. Methods
To be able to construct the quiz, we first had to figure out what a gamer is, what defines them, and which traits and characteristics they possess, what makes a person a gamer? We used internet sourced since we wanted up to date information and the internet provides both this as well as a wide range of different types of sources. This gives us the opportunity to retrieve information from both inside and outside the subculture giving us a more accurate image of what a gamer is. In addition to this, we used some articles to gain an academic leverage. The quiz was constructed, using close-ended questions, so that the answers could be coded into numerical information, making it possible to conclude how much of a gamer the respondent is. The tone of the questions is kept neutral to prevent them from influencing the respondents, therefore not leading them towards one of the answers. (Dahmstrm, 2005) The response options are specified to avoid the respondents' own interpretations to cause incorrect or misleading results. When using answers like often, sometimes and usually, the respondents own perception of these words affects their answer making it impossible to compare and draw conclusions from the survey. By specifying the options to, for instance, 1 day, 1 week and 1 month, makes it easier for the respondent to answer the question correctly and the answers and the results are more accurate (Dahmstrm, 2005). The reliability of a survey indicates how accurate it is and to which extent the results can be repeated, a high reliability means that many measurements should give nearly consistent results and not contain any random errors (Andersen, 1998). By providing
1

http://www.dualshockers.com/2010/08/22/gaming-as-a-subculture/, (2012-01-25)

specified answering options, the reliability increases. Even though the respondents have to estimate e.g. how many hours they spend playing games, the possibility of a correct and replicable answer is larger than if they have to appreciate how often is often and so on. Validity is a term indicating how useful the results from the survey are in other situations and can be divided into external and internal validity. External validity shows the correlation between the measured value you get when you use an operational definition of reality and if the results can be generalized, while internal validity is a measure of how well the survey reflects the reality and can be influenced by the researchers own interpretations and experiences. (Merriam, 1994) The survey can be used both as a measure of a single person gaming habits, but also as a mean of identify the gaming habits of a chosen group or population, and the extent to which the results of it can be generalized depends on the selection of response units. The main purpose of this quiz is only to measure, to which degree single individuals meet the epithet gamer. As the responses are directly translated into predetermined numerical data without use of any external intervention the internal validity is high. Though it is somewhat reduced since the answers are the respondents estimates of their reality and not definite.

3. The Gamer
This chapter will discuss the history and development of gaming, and gaming as a culture. But we start out with a definition of the term garmer.

3.1 Definition
The term "gamer" is usually referred to someone who is a devoted player of electronic games particularly on platforms designed for gaming and, added recently, certain games over the Internet. While the term normally includes those who do not necessarily consider themselves to be gamers (i.e., casual gamers), it is commonly used to identify people who spend much of their leisure time playing games or learning about them.2 3 There are many gamer communities around the world and many of these take the form of discussion forums and other virtual communities, as well as college or university social clubs. Stores specializing in games often serve as a meeting place to organize groups of players, while also gaming fairs and conventions are held all around the world. Prior to the emergence of the Internet, many play-by-mail games have developed communities resembling those surrounding today's online games. 4 5

3.2 History and Development

The world of online gaming started way before the spread of Internet. The development came along with the evolution of computers and networking, thus using new technologies that enabled the improvement of essential functionalities needed for gaming on a remote server. However it is important to approach the evolution of online gaming based upon the history of video games. The first device similar to a videogame appeared back in 1947 and was invented by Thomas Goldsmith Jr. and Estle Mann, in which the player had the mission to shoot missiles. In the 1970's the first electronic games started gaining
2 3 4 5

http://searchmobilecomputing.techtarget.com/definition/gamer, (2012-01-23) http://en.wikipedia.org/wiki/Gamer, (2012-01-23) http://searchmobilecomputing.techtarget.com/definition/gamer, (2012-01-23) http://en.wikipedia.org/wiki/Gamer, (2012-01-23)

some popularity with the development of domestic consoles, such as the Atai 2600. (Vitorino, 2011) During the 1980s was the decade when some videogames were launched in the market, and some of them still famous nowadays, such as the Nintendo (or NES) and Master System, both with 8 bits, and in the end of the decade the Genesis (Mega Drive), with 16 bits. The next decade was the most revolutionary in terms of videogames. Since then, the market grew really fast and several devices, for instance, the Super Nintendo and the Sega Mega Drive were milestones in the history of games. Afterwards, Sony developed the Playstation in order to compete with the Sega Saturn, both popular within the 32 bits segment. (Vitorino, 2011) Moreover, after the invasion of several videogames and new devices, the computer has started to be a part of peoples lives and, later on, with the dissemination of Internet and other mobile devices, the world of electronic games grew and became more accessible to everyone that wanted to explore this new trend.

3.3 Gamer and culture

In this part the common assumptions and stereotypes, about gamers, will be discussed. We will use the three categories from which the stereotype stems (Shaw, 2010); (a) who plays online games, (b) what they play and (c) how they play.

3.3.1 Who plays

There are many assumptions about who plays online games; many journalists and scholars want it to look like it is just young males that play online games. So the stereotype of the gamer is a glazed, incoherent teenage boy. (Shaw, 2010) However, according to a recent research, the age of the total amount of game players in the US that participated in a survey are divided as follows: 18% is under 18 years old, the majority of 53% is between 18-49 years, and the rest 29% are over 50 years. The average age for an online game player is 37 years old. (ESA, 2011) And it is not only males that are playing, women play to, and a lot more than what the common assumptions are. The game culture might not necessarily be a welcoming space for women, but they are not excluded from it. (Shaw, 2010) Thus 48% of all gamers are women and 52% are men. (ESA, 2011)

3.3.2 What do they play

The first online games were developed around 1991 and played through Local Area Networks based on Ethernet. Players were connected to each other using modems and conventional telephone lines. The biggest disadvantage was that the system did not allow several players, plus the costs associated with gaming were still extremely high. Around 1992, the first online games became popular because it started to be possible to use the Bulletin Board System (BBS). One player could connect to that service and then able to challenge other players, however it was still not possible to play against more than one person. Nevertheless users were now able to participate in small communities and chat with other players, which opened a door to another gaming dimension. By this time, the first online games started to become popular and were now able to attract more people: the game Doom (in its first version), Descent (spaceship game), F-15 Strike Eagle (military aircrafts) and so on, turned out to be very well accepted. Later on, in 1997, with the emergence of broadband, connections became faster and more popular among online users (Mulligan, 1999). Thousands of players around the world were now able to play online their favourite

games. However, only with the development of the MMORPG (Massive Multiplayer Online Role Playing Game), a new Era started when it comes to online games. It was now possible for a user to play against several players at the same time and this opened a door to a new online reality (Mulligan, 1999). Along with this, the expansion of online gaming is increasing every year with the launch of different devices that enable users to explore other dimensions of gaming, such as tablets (like the iPad), smartphones and other devices. The top 3 list for video games with online connections (ESA,2011): 1. CALL OF DUTY: BLACK OPS For Xbox 360, PS3, Wii, NDS 2. MADDEN NFL 11 For Xbox 360, PS3, Wii, PS2, PSP 3. HALO: REACH For Xbox 360

The top 3 list for online computer games (ESA, 2011) 1. Starcraft II: Wings of Liberty 2. World Of Warcraft: Cataclysm Expansion Pack Teen 3. The Sims 3

3.3.3 How do they play

Terry Flew (2008) argues that digital games are "increasingly social, a trend that works against the mainstream media's portrayal of players as isolated, usually adolescent boys hidden away in darkened bedrooms, failing to engage with the social world". He states, rather those games are played in very social and public settings, for example computers and consoles are played in living areas of domestic homes, where people play with family or friends. But there are also other gaming activities where the players meet each other. A common activity in the gaming world is LAN parties. It is a temporary or spontaneous gathering of people that with their computers creates a Local Area Network (LAN), with the purpose of playing multiplayer games. There are different sizes of these networks, sometimes they are small (only two people) and sometimes they are very large. (Dovey, 2006) The worlds biggest LAN party was 13 292 connected devices, set at DreamHack in Jnkping, Sweden.6 LAN parties is a culture of its own, the stereotype enthusiasts often like to show off their computers with flashy aftermarket lighting, LCD screens, enhanced speakers and other accessories. The common assumptions about gamers are that they drink highly caffeinated drinks, such as energy drinks, and that makes sense since this kind of activity requires high concentration and stamina. Plus another reason for believing that caffeine drinks are basic needs for a gamer is that LAN parties often run for many hours, the really large parties can last for days with no breaks. Sleep is compromised and gamers play throughout the night, but there is often a designated quite room where the players can sleep. In multiplayer online games, gamers have established their own organised groups, called clans. These clans range from groups of a few friends to 1000-person organizations, and they exist in nearly every online game available today. (Microsoft Corporation, 2006) Clan members often use Internet to collaborate, communicate and improve their gameplay, clans often have their own website where they publish upcoming activities, sharing tips and tactics, and discuss different topics. This is a way of getting to know each other better and build up the team spirit. (Flew, 2008)
6

http://www.dreamhack.se/dhw11/about/, (2012-01-29)

In gaming there is something called zone, the different zones are a way for players to describe their way of playing with others, so they can interact with people at the same level. There are four different types of zones: - Recreation: gamers who are not about winning or losing, but want everyone to enjoy the game. - Pro: for those who are not going to settle for anything less than first place, but still respect the game. - Family: a zone for both parents and kids to enjoy. In short, fun for the whole family. - Underground: for those not easily intimidated, the Underground is for them. This is for hardcore gamers that have a high-level of experience. (Microsoft Corporation, 2006)

4. Explanation of the quiz

All the questions in our quiz are closed questions, which means that the person answering them will get to choose between alternatives that are provided instead of writing own answers. Each alternative represents a point, and by adding these points together, a total will be made that will indicate one of three explanations. This is done so that the person answering the questions can get an answer immediately that calculates how much of an online gamer he or she is. Our quiz contains fourteen questions that go from the respondents age to hobbies and to gaming habits. The first two questions give us information about demographics, such as age and occupation. The rest of the questions are based on psychographics, such as interests, lifestyle and attitudes. Plus, all the questions are based on our own common assumptions about gamers, gathered from our references and personal opinions. And in any way this quiz can represent the whole universe of gamers. Questions four to eight contain information about habits the respondent has when playing an online game, how much of their gaming is with friends/acquaintances and for how long can game sessions last. Question four, seeks to find out how much time does the respondent spend playing online games, and it helps us determine the level of engagement. Questions five and six are based upon the assumption that if a person plays online games in the immediate presence of peers he or she tends to play as a social activity and, on the other hand, if the respondent plays for a more personal satisfaction. Our opinion is that if a respondent is sitting by him/her-self playing online games with virtual friends in an online environment the respondent is more likely to be gamer. Questions seven and eight are meant to determine the level of engagement and dependency of the respondent with online games. Questions nine and ten will answer the social aspect of online gaming, asking whether our respondents do attend any social activities that are created around gaming and if they seek for more information regarding this topic. Questions eleven and twelve revolve around money spent on gaming and from which platform the respondent chooses to play giving us more information about the level of commitment.

Question thirteen ask what kind of games the respondent enjoys playing (based on our research) and the last question of our quiz will ask if the person answering the quiz identifies himself, or herself, as a true gamer, giving us more information regarding their own perception on this matter. Note: Throughout the quiz the respondent can leave questions blanked.

References
Andersen, I. (1998). Den uppenbara verkligheten: val av samhllsvetenskaplig metod. Lund: Studentlitteratur Dahmstrm, K. (2005). Frn datainsamling till rapport att gra en statistisk underskning. Lund: Studentlitteratur Dovey, J. (2006). Games Cultures: Computer Games As New Media. Berkshire: McGraw-Hill Education ESA, Entertainment Software Association. (2011). Essential Facts about the computer and video game industry. Available at: www.theesa.com/facts/pdfs/ESA_EF_2011.pdf, (2012-01-26) Flew, T. (2008). New media: an introduction. (3. ed.) South Melbourne, Vic.: Oxford University Press. Microsoft Corporation. (2006). Helping Parents Get Set: A Family Guide to Games. Available at: www.microsoft.com/presspass/download/features/2007/CitizenshipBro_final.pdf, (2012-01-29) Merriam, M. B. (1994). Fallstudien som forskningsmetodikens grunder. Lund: Studentlitteratur Mulligan, J. (1999). History of Online Games. Available at: http://tharsisgate.org/articles/imaginary/HISTOR~1.HTM, (2012-01-24) Shaw, A. (2010). What Is Video Game Culture? Culture Studies and Game Studies. SAGE Pub. Available at: http://gac.sagepub.com/content/5/4/403, (2012-01-26) Vitorino, A. (2011). Histria dos Jogos e Jogos Online. Available at: http://www.jogosejogosonline.com.br/sobre/, (2012-01-24)

Appendix The Quiz

1 How old are you? A 15 or younger B 16-20 years C 21 - 25 years D 26 - 30 years E 31 or older 2 What is your current occupation? A Full time employed B Part time employed C Unemployed D Retired E Student 3 What are your hobbies? A Sports B Games C Music D Arts & crafts E Others 4 How many hours per week do you spend playing games? A Less then 1 hour B 1-5 hours C 6-10 hours D More then 10 hours 5 What percentage of the time in Q4 do you normally play in the immediate physical presence of friends or acquaintances? (no matter whether playing a single-player game or a multi-player game) A 0 - 20 % B 21 - 50 % C 51 - 75 % D 76 - 100 % 6 When playing online games NOT in the physical presence of acquaintances or friends, what percentage of this time do you normally play with and / or against other human players online? A 0 - 20 % B 21 - 50 % C 51 - 75 % D 76 - 100 % 7 What was the longest single session you have ever played? A 0-6 hours B 7-12 hours C 13-24 hours D More than 24 hours 8 What was the maximum amount of time ever without gaming? A Less than 1 day B 1 week C 1 month D More than 1 month 9 How many hours / week do you spend on online communities such as forums

or other discussion platforms? A Less than 1 hour B 1-5 hours C 6-10 hours D More than 10 hours 10 Have you attended any of the following social activities? (You can check more than one answer) A Conventions B LAN-party C Gaming Fairs D Private events at game stores E Others 11 How much money per month do you usually spend on online games? (This includes downloadable content, subscriptions, smartphone application games, etc.) A Less than 700 SEK B 701-1400 SEK C 1401-2000 SEK D More than 2000 SEK 12 What kind of device do you normally use when gaming? (You can check more than one answer) A Desktop/laptop computer (PC or Mac) B Smartphone C Game console D iPad or other tablet device E Standard or web-enabled mobile phone F Other 13 When you are gaming, what kind of genre do you prefer? A Action and Strategy B Sports C Lifestyle D Others 14 To what degree do you personally identify with the term gamer? A Totally disagree B Disagree C Maybe D Agree E Totally agree This is how you count your points! Q1: A-3, B-5, C-4, D-2, E-1 Q2: A-1, B-2, C-5, D-4, E-3 Q3: A-1, B-2, C-1, D-1, E-1 Q4: A-1, B-2, C-3, D-4 Q5: A-4, B-3, C-2, D-1 Q6: A-1, B-2, C-3, D-4 Q7: A-1, B-2, C-3, D-4 Q8: A-4, B-3, C-2, D-1 Q9: A-1, B-2, C-3, D-4 Q10: 1 point for every check Q11: A-1, B-3, C-3, D-4 Q12: 1 point for every check Q13: A-4, B-3, C-2, D-1

Q14: A-1, B-2, C-3, D-4, E-5 Are you a true online gamer? 0-25 points Do you know what online gaming is? Noob, do you even own a gaming platform? And why are you holding this magazine in your hands? Online gaming is a fun leisure activity, you should try it! 25-50 points An ordinary gamer Gaming is just for fun, that is your way of seeing it. It might be right, it might be wrong, but at least you know all the right terms and all the right games. Play on friend! 50-60 points PRO! We understand why you read this magazine - gaming is your religion and we salute you! You understand the true nature of a gamer and you see nothing wrong in gaming for 46 hours, who needs sleep anyway? Keep on gaming and see you out there in the virtual jungle!