My research project is a cultural analysis of video game consumers and, particularly, of the emergence of the prosumer in the video game industry. It involves a study of the concepts of consumer and producer, the history of the medium of the video game and phenomena such as 'modding', independent gaming, open engines and game art. While analysing discourses surrounding the 'Playstation hacking', the Independent Games Festival, Minecraft, gamification and game development kits, I propose a new perspective to the linear and hierarchic division between producers and consumers.