This study analyzes how and why video gamers intentionally watch media on video games that they play and like through online platforms such as YouTube and Afreeca TV. More specifically, this study utilizes the Uses and Gratification theory in order to understand game players’ psychological behaviors and patterns in detail. Among the various types and genres of video games, this study focuses on the fighting game “Tekken 7” published by the Japanese company Namco. Tekken 7 is distinguished in some ways in that its platform is an arcade rather than PC or mobile phones and that it emphasizes mind game between game players. By analyzing how and why Tekken 7 gamers watch Tekken 7-related media over the Internet and new media, this study further provides a blueprint for the future of the new media.

ABSTRACT
 1. Introduction
 2. Theoretical Backgrounds
  2.1 Uses and Gratification Theory
  2.2 Evolution of New Media
  2.3 Function of Advertisement Through New Media in Video Game Industry
 3. Method
 4. Uses
  4.1 Afreeca TV
  4.2 Twitch TV
 5. Gratifications
  5.1 Enjoyment
  5.2 Information-seeking
  5.3 Direct Communication
 6. Conclusion
 References

• 한석희(Department of Media Communication, Hanyang University) | Sukhee Han Correspondence to