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This paper presents an action case study of the process by which the Swedish computer game developer Daydream Soft- ware planned, developed, and implemented the business model for its new online game, Clusterball. In particular, the paper explores Daydream's choice between a radical business model and a conservative one for the game. Building on forecasts that "casual gamers" such as academics, business people, middle- aged people, and women would become important for the future growth of the electronic games software industry, Daydream first pursued a radical business model, viewing the game as an "entertainment portal." However, in light of the perceived need of results and release, a more conservative business

Better Safe Than Sorry? In Search of an Internet Business Model in Online Entertainment