The objective of this work is to understand how the process of co-creation occurs within the creative industry of video games. For this, concepts of the creative industry, co-creation, information and communication technologies (ICTs) and innovation were studied. Since this is an exploratory and qualitative research, a single case study was chosen as a method. The analysis was done in a Brazilian company that develops games for mobile devices. The results show that the consumer (gamer) participates in value creation in the company’s products, mainly in the initial production stages. In the later phases, after the launch and other steps of the life cycle, although there is a relationship with the users, the joint creation of value is little explored by the organization. Also, it was verified that the co-creation process is supported by different information and communication tools, which provide agility to the process.