The digital economy is characterized by the emergence of new forms of production and innovative business models built around active contributions by users. The video game industry is a particularly interesting field of study in this regard – albeit one that is difficult to access. Our contention is that the gaming industry is becoming a service-based industry, and its business models tend to rely on building, managing and exploiting gaming communities. One key element is to understand the extent to which firms help build such communities. This article is based on a long-term field study and analyses how one firm organizes this relationship with its player base. The firm’s strategy, its formal organization of players’ involvement, as well as the conflicts that arise between the firm and its player base, are analysed. The present case study offers a stimulating perspective to understand the evolution of the gaming industry.