Refereed journal article or data article (A1)

Multiverse ethnography: A qualitative method for gaming and technology use research

List of Authors: Karhulahti Veli-Matti, Kauraoja Valtteri, Ouninkorpi Olli, Perttu Soli, Perälä Jussi, Toivanen Vilma, Siutila Miia

Publisher: Intellect Ltd.

Publication year: 2022

Journal: Journal of Gaming and Virtual Worlds

Volume number: 14

Issue number: 1

eISSN: 1757-1928



Self-archived copy’s web address:


This article introduces multiverse ethnography as a systematic team-based qualitative method for studying the mechanical, structural and experiential properties of video games and other technological artefacts. Instead of applying the ethnographic method to produce a single in-depth account, multiverse ethnography includes multiple researchers carrying out coordinated synergetic ethnographic work on the same research object, thus producing a multiverse of interpretations and perspectives. To test the method, 41 scholars carried out a multiverse ethnography on two video games, Cyberpunk 2077 and Among Us. Explorative thematic findings regarding both titles are reported and methodological implications of multiverse ethnography are discussed.

Last updated on 2022-07-12 at 15:14