Exploring the user-avatar relationship in videogames: A systematic review of the Proteus effect

Since their commercial introduction in the 1970s, videogames have become an increasingly popular form of entertainment leading to the multi-billion-pound industry seen today (Juniper Research, 2020). The mechanics of videogames can vary significantly, and may require little more than pressing a specific button at the correct time to sweeping narrative-driven epics in vast and dynamic game worlds. Although not universal, a common and often integral component found in videogames is the avatar. An avatar is a visual representation of a character that the gamer uses to navigate and interact with in a virtual world through which gamers are able to seek out and achieve in-game objectives. Avatars can often be highly customized characters whose visual design and in-game behavior are controlled by the gamers themselves. As both a visual representation of the gamer as well as a means of facilitating manipulation of a virtual world, an avatar can be seen as a means through which an individual is able to project their physical world self into a game world (Ducheneaut et al., 2009). This projection of individuals in a virtual world via their avatars has received increasing research attention, and personal aspects such as an individual’s personality (Worth & Book, 2014; Yee et al., 2011) and appearance (Cacioli & Mussap, 2014; Kafai et al., 2010; Messinger et al., 2008) have been indicated as factors with the potential to affect in-game avatar appearance and behavior. However, while the research evidence indicates that the gamer can, and often does, project elements of themselves into a game world through their avatar, the reverse may also be true and an avatar can impact or influence the gamer. More specifically, it has been suggested that the avatar may become integrated into the gamer’s sense of self, allowing for in-game avatar-related characteristics to influence the gamer in terms of both attitudes and behavior (Ratan & Sah, 20152015). One specific and increasingly prominent area of research regarding this aspect of the user-avatar relationship is referred to as the ‘Proteus effect’ (PE).