This ties into the "branding" thing. That's what the term could instantly make you think of, but really it has no specific connotation. (A bit like how to some it seems "gamer" gives off a certain vibe, when no such vibe is intrinsic to it.)

While it makes sense, "I'm a ludophile" is way too easy to mishear.

Not knowing the root word, I would assume ludophile would be related to luddite.