For instance, in online software game development there is virtually infinite upside potential. Even individual game developers (and not just large game studios) can make tens 36 Antero Taivalsaari and Tommi Mikkonen / Procedia Computer Science 56 ( 2015 ) 34 – 40 or hundreds of millions of dollars if they manage to create a game that becomes a hit and generates tens or hundreds of millions of downloads or in-app purchases.