A paper proposed for presentation at the SIU International Conference on January 30th-31st and written by Lavanchawee Sujarittanonta (Silpakorn University International College (SUIC), Thailand) and John Walsh.
Games-playing has historically been a form of leisure that is social and interactive in nature. As such, notwithstanding the dangers associated with gambling which may also be linked to games-playing, games have been considered a generally worthwhile activity which may have positive behavioural and educational externalities. However, in the age of advanced capitalism, games-playing has become subject to intensive marketing and advertising to promote consumption, particularly among young people with time to play and some disposable income. To what extent have traditional games-playing modes and styles been affected by such marketing? This paper reports on a questionnaire survey of a sample of Taiwanese undergraduate students investigating their consumption of games, the extent to which they use games to interact with other people and the changes of behaviour with respect to games culture in recent years. The primary data are integrated into an analytical framework incorporating additional studies of gaming and gambling activities in Taiwan and conclusions and recommendations are drawn from the data as a result.