This Master’s thesis explores how Steam users use the platform’s profile customization features to construct their gaming identities through their profiles. This study uses a mixed-methodsapproach, surveying 54 Steam users and interviewing an additional 8 to learn about their preferences for self-expression on the platform and whether they filter their complex gamer identitydepending on the audience. Results showed that not only are Goffmanian impression management and audience segregation common practices among the participants, but the reason behindthose behaviors is to avoid association with negative stereotypes, negative emotions, or to ensure one's physical and emotional safety. These findings suggest that Steam users above all elsevalue their safety and emotional boundaries and place that before the aesthetics of their profilesor their authenticity with their real-life selves.