The present study intends to develop a conceptual model predicting videogame consumers� observational learning that is initiated through the playful-consumption experience of a digital game. To meet this objective, authors employed the hedonic theory of consumption experience and observational learning theory to propose a conceptual model demonstrating that it is the gamer�s playful-consumption experience of a digital game which actually influences videogame consumers to observe and learn from the digital game. This study is first among others as it takes the theoretical support from hedonic theory of consumption experience, particularly the playful-consumption experience in predicting the videogame consumers� observational learning in the videogame environment. The study is based on the conceptual model and hence, another empirical study is under way to prove its validation in the videogame setting. © Springer Nature Switzerland AG 2018.