This paper reflects on the growing trend in the computer games sector towards multi-user social gaming that transcends media platforms. Technological advancements enable embodiment of game-based assets by players who use their ludic affordances to extend experiences into other virtual spaces. In effect, this constitutes a convergence of markets derived from different forms of media content. We comment on the game-to-virtual corporeal transcendence, discussing the cultural context of the game and its impacts on players (consumers) who interact in virtual communities using the device of an avatar.
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Harwood, Tracy; Garry, Tony; and Belk, Russell
"Convergence Markets: Virtual [Corpo]reality,"
Markets, Globalization & Development Review:
3, Article 3.
Available at: https://digitalcommons.uri.edu/mgdr/vol3/iss3/3