For the love of fashion : A look into how players react to fashion in games, depending on game-genre

Abstract: In this thesis, the purpose is to look at how players regard the in-game fashion depending on what genre the game is. As clothes are an important way to communicate and show one’s identity to others, then the way fashion is seen within different genres of digital games affect how fashion is used by the players in different games. To execute this study, the method used in this thesis was to interview players from two games, with the games being from different genres. After interviewing the players, a thematic analysis was made on the data gathered from the interviews. From the thematic analysis, three themes emerged, the Social theme, the Identity theme and the Personal opinion theme. These themes presents both similarities and differences in how the players react to fashion in the different games.