Outlining the spectrum of values of self-identified gamers

To understand the spectrum of different gamers, we recognize the need to study both the prevalence of self-identified gamers and the diverse identities they may represent.In this paper we present results from our exploratory survey study (N=894), broadly targeted to video game players in the USA, that allowed the respondents to identify themselves as gamers as well as non-gamer players.By utilizing gaming value measures and personal value measures, we explored what kind of latent groups of self-identified gamers and non-gamer players the survey sample yielded and how they differed from each other.The results of the cluster analysis identified five groups of active players, in four of which the self-identified gamers were overrepresented and which can be argued to be distinctive gamer subtypes.The results are discussed in reflection with the previous literature and discourses about gamer identities.