Institutions of higher education have been traditionally tasked with the challenge of educating individuals for a changing economy and society. As the economy and education drive innovation, highly skilled workers are required to keep up the new status quo. However, as the perceived value of higher education shifts, institutions of higher education are faced with the task of recruiting high quality students from smaller pools and in more competitive environments. The study examined the difference in perceived value of higher education between individuals in the video game culture and individuals outside of the video game culture to assist institutions of higher education in recruiting, retaining, and serving new populations of students. The study reviewed the literature on the relationship among higher education, perceived value, and the video game culture to better understand the complex issues that are involved in the recruitment, retention, and service of unique student groups. A modified PERVAL instrument was used to collect data on the perceived value of higher education from current students aged 18-29. Participants were then split into groups based on average hours of video game played each week and by engagement with video game streaming services. The data was then analyzed using a Mann-Whitney U test to determine if a difference in median modified PERVAL scores existed. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://bibliotheek.ehb.be:2222/en-US/products/dissertations/individuals.shtml.]