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Dina Al-Ghamdi, Tahir M. Nisar, Guru Prakash Prabhakar and Lubica Strakova

This chapter explores whether value and risk exist for both firms and customers when collaborating during the development process in the video-game industry. We base our analysis of two separate case studies on contemporary approaches for understanding user collaborative activities; these approaches are also further developed and critiqued during the course of the research. The chapter is specifically designed to assist firms within the video-game industry to gain an insight into the specific value areas that can be accessed through activities such as crowdsourcing, co-creation and crowdfunding. Assessing the value that can be accessed by both firms and customers within the video-game industry is currently under-researched, therefore, we aim to generate new insights not only into this particular area of research, but also into the nature of novel video-game development strategies looking to the future. We also identify and contrast the differences between the two chosen cases from a secondary level of comparative analysis in terms of both risk and value perspectives. Concluding, we highlight the key strands of new developing approaches in the area of user-collaborative activities based on our findings from the case studies, together with recommendations for potential strategies for video-game firms that operate in an extremely dynamic environment.