Right at this moment, millions of people around the world are playing video games. One obvious way in which this matters is ﬁ nancial. Th e rising popularity of games translates into astounding amounts of cash. Th e game industry is quickly becoming a ﬁ nancial juggernaut. Our research may help make even better games, may help large companies increase their proﬁ ts, or may oﬀ er a critical perspective on the social workings and eﬀ ects of the game industry. Either way, the very size of the industry justiﬁ es our attention. But it isn’t just the money that’s important.