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The video game industry has today established itself as one of the largest entertainment industries. It is, just as the films industry, producing a product that is dependent on both artistic knowledge and business knowledge. Today the industry are suffering from a creative inability when it comes to the actual games – although it manages to find all the more creativity when it comes to finding successful business models. This paper reports on a longer study of Swedish game developers and how they find a way to distribute games in a market moving from the physical to the digital.Introduction