Buy and Share! Social Network Games and Ludic Shopping

Abstract

By developing the concept of ludic shopping, this paper explores how the centring of gameplay around the (symbolic) purchase of virtual goods has transformed social network games into a blending of consumerism and playfulness. Although ludic shopping points out the capitalistic logic of consumption embedded on social network games, this concept brings also a positive view about consumption as part of players’ identity construction. I drawn on the player types defined by game theorists Richard Bartle and Espen Aarseth to examine the main forms of enjoyment offered by social network games, and to present a new conceptual dimension linked to consumerism. Through a critical analysis of both game mechanics and players’ motivations, I argue that symbolic consumerism is a central experience for players of social network games.