This chapter illustrates the use of non-cooperative games to optimize the performance of protocols for contention-prone shared medium access in wireless networks. Specifically, it proposes and analyses a set of new utility functions conforming to a recently proposed generic game-theoretic model of contention control in wireless networks [5]. The functions ensure that the game has a unique non-trivial Nash equilibrium. Simulations carried out for IEEE 802.11 style networks indicate that the aggregate throughput of the network at the Medium Access Control (MAC) layer has improved while the collision overhead is reduced.