Video games and their production have evolved over a few decades from, being "fun" exercises at universities to a business in which annual revenues have exceeded that of Hollywood box office receipts. Presently, development of these games has become technically more advanced, and the barrier to entry into this market as a developer is getting increasingly more costly. Consequently, there has been a move toward "professionalism" of these efforts that embodies flexibility into the creative development process. In this paper we report on the process used to develop new offerings in a successful Swedish firm. We reflect on the institutionalizing of creativity in this process and the leadership style used in directing it.