We address the subjective experience of social network gamers playing Restaurant City, a game hosted on Facebook. We adopted a netnographic approach to studying the culture of transient Internet communities shaping the player off-line communities. Fieldwork was conducted over the entire life span of the game (3 years). Data were analyzed using a qualitative thematic approach and the software EdEt. The results describe the evolution of the gaming experience through online interaction and its importance in everyday off-line life. Players were observed to play an important role in the production of social meanings associated with gaming and with the gaming community online and off-line. We discuss the implications of our findings regarding how the gaming process is a far more complex scenario than envisaged by a business vision based on acquisition, retention, and monetization.