Over the past decade, technology platform governance has shifted from self-regulation under free-market principles to tech giants actively seeking government oversight. However, the definition of "public interest" remains contested, as technology companies systematically reframe private interests as public goods. This study examines how platforms equate public resources with market assets, present free information and expanded communication networks as public values, and frame multistakeholder collaborations as democratic processes. By doing so, they reinforce corporate power, deepen inequalities, obstruct systemic change, and shape policies that prioritize private over public interests.

Drawing on political economy, lobbying history, and internet regulation literature, this study analyzes Facebook and Google’s rhetoric, lobbying disclosures, public statements, financial reports, and advertisements. It identifies a three-phase strategy: (1) from 2014–2017, platforms redefined public interest through neoclassical economic theory while downplaying monopolistic power; (2) from 2017–2022, they framed collaborations with nonprofits and governments as democratic engagement; and (3) from 2022 onward, they emphasized technological advancement as a public good, shifting from global to American-centric narratives.

This study contributes to platform governance research by (1) theorizing how private interests are reframed as public goods, (2) comparing modern platform tactics to historical corporate messaging strategies, and (3) creating a publicly accessible database on Dataverse documenting Facebook and Google’s public relations efforts. By critically examining these companies’ influence, the study underscores the need to challenge corporate narratives and redefine public interest in digital regulation.

The boundary between play and work is increasingly blurred by the evolution of digital labor, often conceptualized as "playbor" and linked to "prosumption." This paper expands the empirical scope of playbor by examining Bixin, China’s largest game companion platform, where users pay gig workers (peiwan) to play video games with them for a set duration. While gig work is frequently framed as offering freedom and autonomy, research on game companionship reveals underlying tensions of disembeddedness, gendered divisions, precarity, and algorithmic control, positioning platform-mediated game companionship as a site of labor exploitation and regulation.

Nevertheless, the commodification and platformization of gameplay in the context of game companionship remain undertheorized. Addressing this gap, this study employs the walk-through method to analyze Bixin’s technological affordances and embedded cultural references that shape user interactions and experiences. Data collection involved systematically navigating the app’s interface—registering as both a user and a peiwan, mimicking everyday usage, and examining how peiwans are showcased and matched. The analysis considers both technical elements, such as interface design and feature placement, and symbolic representations, to uncover the mechanisms through which labor and play intersect on the platform.

This paper finds that Bixin structures the commodification of gameplay by prioritizing companionship over gameplay. Bixin also operates within a heterosexual and misogynistic labor regime, as its technological affordances are designed to reinforce the cultural norms of heterosexuality in China and gendered preferences in companionship. Game companionship, as a novel form of playbor, is deeply embedded in affective exploitation.

In this paper, we outline the data subject position of the gamer within the contemporary media landscape, looking at gamers not just as players but as a broader position of social media and internet users. We draw on findings from a more extensive project investigating privacy, trust, and data literacy in online gaming to do so. More specifically, we draw on the analysis of the data practices of 37 multiplayer online games (e.g., League of Legends), gaming distribution platforms (e.g., Steam), and online community sites (e.g., Discord). Through the privacy policies of these platforms and adjacent documents (such as data retention policies, developer blogs, patents, etc.), the paper analyses the network structure in which the gamer data subject exists. By examining these relationships, the paper sheds light on how gamers and gaming are governed by the technological and policy architectures of platforms. In particular, we highlight three critical dimensions herein. Firstly, we examine forms of dependency through which gamers are bound to datafication processes to access online gaming spaces. Secondly, we foreground how platforms rely on behavioural profiling and algorithmic categorisation to commodify players' interactions. Lastly, we underline a systemic reliance on third-party actors such as advertisers, payment processors, and data brokers, linking the gaming data subject to more expansive societal fields.

The distribution of digital games in Brazil has evolved significantly over the decades. Initially restricted by market regulations in the 1970s, the industry saw the entry of major international companies and the widespread adoption of piracy via reverse engineering (Pase & Tietzmann, 2017). Today, with a population of 213 million and 84% internet penetration (Secretaria de Comunicação Social, 2024; NIC.br, 2023), Brazil faces unequal access to digital platforms, reflecting socioeconomic disparities (Castello, 2024).

As internet connectivity became widespread, gaming shifted from unit sales to subscription-based services and in-game purchases. While modern consoles implement strict anti-piracy measures, alternative devices—such as Raspberry Pi-based emulators and Android-based handhelds—offer entire game libraries without requiring continuous online authentication. This shift represents a transformation in piracy, from individual game duplication to the mass distribution of digital collections.

With the rise of cloud gaming services like Xbox Cloud Gaming (Banfi, 2023), the industry moves toward a platform-based model, potentially reshaping how game history is preserved. This paper proposes a framework for analyzing digital game distribution, structured on an XY axis: the Y-axis measures distribution methods, from physical to digital, while the X-axis assesses piracy restrictions. A Z-axis accounts for temporal changes, such as game remasters or re-releases. Using Bardin’s (2015) Content Analysis methodology, this study categorizes gaming platforms and their commercialization in Brazil, highlighting a trend toward digital dematerialization and its implications for game consumption and preservation.