The video game industry has reached maturity, as the third generation of creators and the emergence of several gaming development studios attest. Creativity plays a crucial role in ensuring that game production within the industry remains fresh, which itself draws on the potential of up-and-coming technical innovations and new forms of gameplay. Currently, due to the way creativity is collectively organised within studios, and due to its inherent costs and risks, it is scarcely recognised within a globalised industry which is heavily influenced by the console manufacturers and publishers. The ways in which this creativity is recognised (e.g. status, pay, company structure, etc), are therefore explored with a view to sustaining its dynamism, and, consequently, that of the video-gaming sector in France.