Abstract

This article examines the response of minority gamers as they adopt new innovations in Xbox Live. Using diffusion of innovation theory, specific attention is given to gamers’ rate of adoption of the new Xbox Live environment, which was a recent update to the Xbox Live interface. By employing virtual ethnography, observations, and interviews reveal that gaming duration and gender are significant factors in identifying a gamer’s successful rate of adoption of the new innovation. Female participants reveal that Xbox Live intentionally targets males as the default gamer and enact changes based on their needs. The research concludes with a plea to Xbox Live to acknowledge minority gamers such as women to incorporate their needs within the decision-making process of new innovations.