Online gaming practices

Comparison between youth with and without gaming addiction

Authors

  • Gabriel Victor Pereira Cruz Federal University of Juiz de Fora - Governador Valadares Campus
  • Stela Cristina Hott Corrêa Universidade Federal de Juiz de Fora - Campus Governador Valadares
  • Juliana Maria Magalhães Christino Federal University of Minas Gerais

Keywords:

Practice theories, Online gaming, Virtual goods, Virtual consumption, Gaming addiction

Abstract

The objective of this study is to investigate the differences in online gaming practices among youth with and without gaming addiction, drawing on practice theory. Adopting a qualitative approach, the research utilizes in-depth interviews and thematic content analysis. Among non-addicted individuals, online gaming is associated with relaxation, rest, fun, self-fulfillment, victory, and recognition. In contrast, for those identified as addicted, gaming is oriented toward competition, progression, wealth, power, achievement, escapism, avoidance of idleness, social bonds, friendship and strong emotional ties to the gaming community. In both groups, the meaning of gaming is socially mediated, emerging through interaction with the community, family, and friends, where engagement involves competition and superior performance. Learning the game-specific language, rules, and strategies constitutes the procedural dimension of practice. Adulthood marks a phase in which gaming practices are either reconfigured or abandoned, depending on their compatibility with the broader nexus of everyday practices. The value attributed to virtual goods derives not only from their functional benefits but also from their role in generating social bonds, positive emotional experiences, and symbolic expressions of identity, self-expression and status. The findings suggest that online gaming is a dynamic practice, reshaped by social pressures and life transitions. This evolution highlights how gaming intersects with other practices, such as study, work, and offline relationships. Furthermore, mechanisms for acquiring virtual goods—such as skins and loot boxes—entail moral, symbolic, and aesthetic evaluations, reflecting the interpretive complexity of consumption within digital environments.

Author Biographies

Gabriel Victor Pereira Cruz , Federal University of Juiz de Fora - Governador Valadares Campus

Bachelor’s Degree in Business Administration – Federal University of Juiz de Fora/Governador Valadares
Product Line Manager – Bigmais Supermercados

Stela Cristina Hott Corrêa, Universidade Federal de Juiz de Fora - Campus Governador Valadares

Professor – Department of Business Administration – Federal University of Juiz de Fora/Governador Valadares Campus
PhD – CEPEAD/Federal University of Minas Gerais

Juliana Maria Magalhães Christino, Federal University of Minas Gerais

Professor – CEPEAD/Federal University of Minas Gerais
PhD – CEPEAD/Federal University of Minas Gerais

 

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Published

2026-04-28

How to Cite

Victor Pereira Cruz , G., Cristina Hott Corrêa, S., & Maria Magalhães Christino, J. (2026). Online gaming practices: Comparison between youth with and without gaming addiction. International Journal of Business Marketing, 10(2), 37–52. Retrieved from https://www.ijbmkt.org/ijbmkt/article/view/328

Issue

Vol. 10 No. 2 (2025): IJBMKT

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Articles

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Copyright (c) 2026 Gabriel Victor Pereira Cruz , Stela Cristina Hott Corrêa, Juliana Maria Magalhães Christino

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I hereby declare that the present paper is original, not having been submitted, either fully or in part, to any other publication in any other national or international journal. I further state that once it has been published in the International Journal of Business & Marketing (IJBMKT) it will never be submitted by me or by its other authors to any other  journal. Through this instrument, on my behalf and on behalf of the other, perhaps existing, co-authors, I agree to licence the copyright of the aforementioned paper to the International Journal of Business & Marketing (IJBMKT) and I state to be aware that the failure to observe this engagement will submit the offender to the sanctions and penalties established by the Copyright Act no 9609, of February 19th, 1998.