As the popularity of computer games has increased markedly in recent years, many researchers have become concerned with the potential effects on gamers. However, by looking past the outward appearance of popular games that may be perceived as violent by some, we can begin to see dramatic cultural indicators as well as many other academically interesting phenomena emerging. Social psychologists and effects researchers must begin delving deeper into this rapidly expanding genre of popular media. Herein, I propose three possible approaches to the study of video games as cultural events rather than a common medium that influences participants in a simple way.