E-commerce has become an alternative to physical sales of many products. At the same time, customers often need direct contact with selling companies, not least regarding value creation connected to customized products. This chapter demonstrates how retailing firms in the video game industry may tackle price competition due to competitors’ scale effects. The competition reinforces a firm’s motivation to find a viable way to implement a global responsiveness strategy in terms of identifying an optimum combination of online and offline value adding. Thus, a retailer may handle price competition by carefully setting prices for its own products and aiming for customer responsiveness. In particular, effective responsiveness rests on value driven incentives. A retailer generally needs to create value for end customers and engage actors in the entire value chain. Also, the retailer needs to encourage the end customers themselves and motivate them to interact with the firm and other buyers.