Research from the various domain of life intensely focused on the understanding of the role of different psychological factors related to online video game addiction. The current study intends to propose a conceptual model to examines the relationship of in-game virtual consumption with online video game addiction. Different in-game virtual products enable the players to overcome the deficiencies they are facing in the gaming world like lack of power, control, beauty, and even sexual relations. Currently, how these in-game virtual content consumption may develop and maintain problematic game addictive behavior in the players is vague. Therefore, this conceptual paper seeks to investigate this important issue and provide a better understanding of video game addiction. We try to provide a behavioral link between in-game virtual consumption with online video game addiction. © 2021, Springer Nature Switzerland AG.