Going back to the digital world of video games, consumerism and advertisements have and still are major factors in this type of genre as it appeals to a rather large market of consumers. Now most if not a majority of individuals who game on whatever platform they choose or whatever game it may be is more than familiar with the word microtransactions. This particular feature allows the consumer to alter their experience through in game purchases cosmetically and sometimes gameplay wise which is often called "pay-to-win" or "pay-to-play." Now with the whole idea of new consumerism focusing on the social norms of perceived happiness, gaming in many ways is both an inlet and outlet for all individuals to to express those kinds of emotions they can't get anywhere in the real world or at the very least not enough. Often times these companies will collaborate with food companies to advertise their merchandise with the promise of say an in-game currency or exclusive "skin" if the product is bought, but that's beside the point I'm trying to make. Now there is no real specified demographic when it comes to these microtransactions as anyone is a willing participant of any software, but it tends to lean towards males in most cases even though it doesn't state it exclusively. Just like buying the new iPhone or Apple product, people want to stay in the social group and not fall behind when it comes to how marketing enforces their ads and products to get people to buy, and that's the case in video games. Usually nine out of ten times gamers look forward to be given some kind of reward for being a valued member of the community or in this instance the "group" and with such the companies want to give the option to get that kind of affirmation quicker by buying it to be one of their top elite members by being the most well equipped visually and statistically. This can be tied into how gaming companies can read social cues and norms and why their products perform as well as they do.
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