Identifying with video game characters is one potentially important process in game enjoyment. Based on a theoretical model of video game identification as transformed self-perception, cognitive processes in video game identification were explored. An experiment with N = 60 male players revealed that increased cognitive accessibility of character-related concepts should be considered as element of the identification process. Moreover, shifts in players’ self-perceptions were observed so that players of a shooter video game (Call of Duty 2TM) described themselves as less gentle and more soldier-like than a control group. Overall, the study suggests that shifts in self-related cognition occur as part of the gaming experience. Implications for future research on game enjoyment and long-term game effects are discussed.