This study seeks to understand the players themselves through a case study of players of the loot box game Final Fantasy Brave Exvius. Prior research has found loot box gaming associated with problematic gaming behaviors and gambling. The present study seeks to understand the 'loot box' gamer-gamers who play games in which real money is spent in order to gamble for the chance at digital game content. The Gamification of Gambling: A case study of the mobile game Final Fantasy Brave Exvius by Gregory P. Prior to academia, Tham worked in the industry for several years, first as a founder of his online gaming company and later as an advertising account executive.

In addition, he is interested in the ramifications of problematic video gaming in the digital age.

Tham is an assistant professor of advertising at Colorado State University with a keen interest towards media psychology, especially in digital advertising in the areas of avoidance and approach. Furthermore, his research has been published in outlets such as Journal of Interactive Advertising, Communication Research Reports, Journalism Studies, Internet and Higher Education Journal, and Journal of Advertising Education.ĭr. Meanwhile also presenting at entertainment conventions at the Penny Arcade Exhibition (PAX) and South by Southwest. His research specializes in parasocial relationships/interactions, gaming, interactive media, and strategic communication.

is an assistant professor in the Department of Communication at Appalachian State University. He does this through exploration of norms and practices in journalism and the values that shape content in emerging technologies in journalism. He is a media sociologist who primarily examines how journalism narrates difference. Perreault is an associate professor of multimedia journalism at Appalachian State University and Fulbright-Botstiber Professor of Austrian-American Studies at the University of Vienna (2020-2021).

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