The increasingly easier way to communicate and interact in online brand communities makes consumers quickly change their opinion toward brands. In the specific case of the gaming world, consumers often look for the brand/product that their acquaintances use so that they can enjoy the same game at the same time (in the case of Sony, you can only play online with people who have the same type of console). The choice of the theme has to do with trying to understand how the gamer consumer builds brand loyalty. In this case, the chosen brand was Sony with the PlayStation product because it is in high demand and a brand many people identify with. In this way, brand satisfaction, brand identification, and brand image will be considered antecedents of brand love. In turn, brand satisfaction and brand love will be mediating variables between the variables of brand identification and brand image, and the final variable brand loyalty.