I am an Assistant Professor of Game Studies and Co-Director of the Game Research Lab at Tampere University since August 2025. In 2025–2029, I am an Academy Research Fellow, leading the ENDGAME project funded by the Research Council of Finland. I am also a Docent of Game Culture Studies at the University of Turku.

My research is focused on cultural participation and agency, as well as DEI (diversity, equity, and inclusion) questions, in digital gaming and electronic sports. I explore these topics as experienced by people participating in these cultures – especially as marginalised individuals – but also from structural and organisational perspectives. My methodological approaches are qualitatively oriented and based in humanities, including e.g. interview and survey studies, online media analysis, participatory research, and (online) ethnography. I highly value and seek to develop good, ethical research practices based on the highest standards. Overall, my aim is to create new, research-based knowledge and practices in close collaboration with stakeholders and participants in the field to initiate positive change, as well as to develop and promote good practices and working conditions within the academia.

Contact: usva.friman@tuni.fi