This study explores how rationalization logic and rationalization processes influence digital gaming by looking at how players value and manage the time they spend on games. The study is framed in a discussion of leisure time, critical theories of computation and rationalization theory. Qualitative interview data is used in an inductive and phenomenology inspired approach. The results show two frames of understanding of gaming. First, games are perceived as media products and playing as a waste of time. Secondly, digital gaming is a hobby, a social activity highly valued within the framework of a rational time economy. We conclude that even though we are seeing a rationalization of leisure time in gaming, that rationalization process must be understood in the context of individualization within the new network society. This means that players are involved in a 'rational individualization' process where their management of leisure time and gaming activities are part of an ongoing identity project.