The precarious entrepreneurial labour that characterises the video games sector also intensifies the need to develop extensive networks and a cohesive public narrative about the self in order to maximise one’s chances of gaining new employment, contracts and opportunities (Hearn 2008). For Quinn and others engaged in similar labour, these networks and public presence are crucial to their capacity to earn an income, reflecting the entwining of cognitive and affective labour under conditions of post-Fordism (Hardt and Negri 2004; McRobbie 2010; Hearn 2008). The cognitive labour of games development is economically reliant on the affective labour invested in promoting them throughout personal and professional networks.