Following a brief review of the terminology, important research, and distinguishing characteristics of game theory, four potential benefits of a game theoretic approach to communication research are proposed; game simulations facilitate communication process research; a game matrix enables the researcher to simulate situations in which communication functions as an essential determinant of behavior; use of game simulations permits the precise measurement of behavioral choices which result in real gains and losses; and game simulations in communication research necessitate a clear definition of communication and how it differs from other behaviors. The paper also includes a description and extended discussion of the "creative alternative" game and a summary of programmatic empirical research on communication in game simulations. Further questions for research are proposed at the conclusion of the paper. (Author/RB)