The Rise of Gamer-Consumers: Anger, Protests, and Divisions in South Korean Gamer Activism

Abstract

This paper explores the phenomenon of gamer activism, focusing on the motivations behind online and offline protests against game corporations (e.g., review bombing, boycotting, crowdfunding, truck protesting), which are reshaping game industry practices and regulations in South Korea. Based on semi-structured interviews with those actively involved in Korean gamer protests from 2021 to 2023, the research identified anger towards game corporations over the fluctuating value of virtual capital as a motivational driver to collective actions. Furthermore, the constructed identity of Gamer-Consumers was identified. Gamer-Consumers perceive financial and time investments as integral to the game experience while evaluating their legitimacy as "real consumers" as "real gamers". This fosters divisions and discrimination towards casual players and gender minorities while encouraging game corporations to operate in favor of heavy-spending players. Therefore, while gamer activism plays a critical role in reporting game companies' malpractices, it also raises the concern of polarizing gamer discourse and commodified relationships in gaming culture.