ABSTRACT This paper is a conceptual exploration of whether terrorists’ self-perception as (anti-)heroes, playing characters drawn from their internalised narratives within a ludic framework, offers a better understanding of the mechanism which translates extremist ideologies into violent action. Applying narrative theory to the stories told through acts of communicative terrorism, I argue that viewing terrorists as their own ‘protagonists’ offers an improved understanding of terrorism. Given the growth of extreme right-wing terrorism and the increasing prevalence of individuals acting as characters, I further incorporate existing research in ludology and ‘ludic terrorism’ to evaluate the concept of a terrorist as a ‘ludonarrative protagonist’. This paper contributes to the methodology of terrorism studies by proposing a way of conceptualising terrorist actors harmonised with existing psychological and behavioural research. I also offer practical implications for counter-terrorism efforts. Adopting this more nuanced framework will better equip counter-terrorism practitioners for preventative engagement with (potential) terrorists by centring counter-narratives and the construction of roles which reinforce cognitive barriers to violent action. This research provides an alternative explanation for why and how individuals engage in terroristic violence, recognising the emergence of an increasingly decentralised terrorism ecosystem.