This research aims to explain the adoption of mobile gaming based on a refined model of Rogers' adoption theory, including context-specific factors and consumer traits. Overall, the empirical findings suggest that perceived risk plays a crucial role in the adoption process, followed by complexity and compatibility. Moreover, through cluster analysis we identified three consumers segments, termed “Value Seekers,” “Risk Avoiders,” and “Game Players.” Whereas perceived risk remains the most important factor for the Risk Avoiders, Value Seekers also are concerned about compatibility. Game Players emphasize navigation, communicability, and payment options. © 2004 Wiley Periodicals, Inc. and Direct Marketing Educational Foundation, Inc.