An important issue related to the gaming industry is what factors can attract the consumers' attention to purchase and play the video games. The electronic game industry growth is radically accelerating and changing market conditions demand revision. As the competition to excel in the video game market increasingly becomes difficult for manufacturers, it is becoming more important for manufacturers and video game developers to understand what makes people play and buy games. Video game marketers must actively aid consumers by anticipating their wants, shaping their desires, and pointing the way to possible solutions. This book contributes to improving the characteristics of video games by identifying to what extent consumers' emotional responses and behaviors are directly affected by the gaming characteristics of interactivity and vividness. The framework of this book can be used to analyze and evaluate customer buying behavior of the various types of video games in the gaming industry.