This paper undertakes a selective thematic review of published research studies to investigate the topic of children’s adaptation to digital consumer culture. The review looks across multiple disciplines to assess research into children and video games from an ‘active gamer’ perspective. This focus builds on the view that, through digital games and wider cultural shifts, children are assuming greater autonomy as consumers. The review attempts to negotiate the conflicting research methodological paradigms, and the equally conflicting popular wisdom around the topic, using video games as a point of entry into digital consumer culture. The overall aim is to synthesise current findings to contribute to a multi-disciplinary body of knowledge on this pressing topic.