Playing to Win: An introduction. / Thomas P. Oates and Robert Alan Brookey Part I: Gender Play 1. The Name of the Game is Jocktronics: Sport and Masculinity in Early Video Games / Michael Z. Newman 2. Madden Men: Masculinity, Race, and the Marketing of a Video Game Franchise / Thomas P. Oates 3. Neoliberal Masculinity: The Government of Play and Masculinity in E-Sports / Gerald Voorhees 4. The Social and Gender in Fantasy Sports Leagues / Luke Howie and Perri Campbell 5. Domesticating Sports: The Wii, the Mii and Nintendo's Postfeminist Subject / Rene Powers and Robert Alan Brookey Part II. The Uses of Simulation 6. Avastars: The Encoding of Fame within Sport Digital Games / Steven Conway 7. Keeping it Real: Sports Video Game Advertising and the Fan-Consumer / Cory Hillman and Michael Butterworth 8. Exploiting Nationalism and Banal Cosmopolitanism: EA's FIFA World Cup 2010 / Andrew Baerg 9. Ideology, It's In The Game: Selective Simulation in EA Sports' NCAA Football / Meredith M. Bagley and Ian Summers 10. Yes Wii Can or Can Wii: Theorizing the Possibilities of Video Games as Health Disparity Intervention / David J. Leonard, Sarah Ullrich-French, and Thomas G. Power Contributors Index