The online game industry has boomed benefiting all the involved parties in the supply chain from the producer to the retailers. However, there is a limited research involving with the retailers who provide e-money for the online games. This study aims to analyze business strategies and models including related aspects based on interview with the founder of the company, which is running e-money for online games in Thailand. The research outcomes cover company background, business strategy, model, key business driver, threats, and the assessment analysis including the web site assessment framework and the web assessment index. Subsequently, strategies, which should be born in mind when running this type of e-commerce, are also highlighted and discussed.
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