Proteus effect avatar profiles: Associations with disordered gaming and activity levels

•Three avatar influence profiles identified: non-influenced, emotion-perception, emotion-behavior.•Strongest avatar influence linked to higher disordered gaming symptoms over time.•Avatar influence didn’t directly relate to physical activity, but indirectly reduced it.•Negligible avatar influence protective against disordered gaming; strong bonds amplified risks.•Optimal customization could promote healthy gaming, limit negative transference effects. Gaming avatars can influence users’ attitudes and behaviors and manifest as the proteus effect. The present study examined proteus effect profiles among 571 gamers and their associations with disordered gaming and physical activity. Latent class analysis identified three profiles: non-influenced gamers, emotion-perception influenced gamers (highest proteus effect), and emotion-behavior influenced gamers (moderate proteus effect). The high proteus effect group exhibited significantly higher gaming disorder symptoms at baseline and 6 months compared to other profiles. Proteus effect profiles did not significantly differ in physical activity levels. However, higher disordered gaming and proteus effect predicted lower activity over time. The strong proteus effect group’s avatar immersion may increase gaming disorder risks. Minimal avatar influence for the non-influenced gamers appears protective. While proteus effect profiles do not directly relate to activity, amplified disordered gaming can reduce active lifestyles. Overall, findings demonstrate how avatars differentially affect gamers’ experiences and functioning through proteus-induced changes.