Consumer researchers have recently begun to focus on the experiential aspects of consumption in general and on intrinsically motivated hedonic enjoyment in particular. Within this broad class of consumer behavior, play (as in sports, games, and other leisure activities) constitutes a particularly familiar and important type of consumption experience. This study investigates some phenomena involved in playful consumption. The results suggest that performance, perceived complexity, and personality-game congruity determine emotional responses and that performance itself depends both on previous performance and on various ability-related individual characteristics. Though still tentative, such findings indicate an important role for the competence motive in the enjoyment of games.