The "gamer" identity is purely based on mindless consumption regardless of the product's use value.

You can buy overpriced chairs labeled for gamers. Powdered sugar, called G-fuel. Gamer shades, gamer branded clothes, fucking blue dyed mac and cheese with a picture of fucking Sonic the Hedgehog.

A Gamer will drop his cash on the most random shit as long as it's marketed for gamers.

You could literally slap a gaming label on a bucket of dogshit and some hyperconsumerist gamerbrained troglodyte will squeal and fork over his lifesavings so he can validate his fake identity as a "gamer."