Research on ecosystems as ways of organizing innovation and firm-level growth position a focal firm at the center of each ecosystem they study. This study of the video games industry in Finland argues that it can also be human users that are are at that center. In the birth and early developmental stages of the ecosystem or a game-design project, individual human beings can absorb and live with ambiguity and absence or fluidity of rules of the game, even be entertained by and enjoy such ambiguity.