@inproceedings{DiGRA-2009-StenrosS,
	author        = "Jaakko Stenros and Olli Sotamaa",
	booktitle     = "{Proceedings of the Fifth DiGRA International Conference: Breaking New Ground: Innovation in Games, Play, Practice and Theory}",
	ee            = "http://www.digra.org/digital-library/publications/commoditization-of-helping-players-play-rise-of-the-service-paradigm/",
	publisher     = "{Digital Games Research Association}",
	title         = "{Commoditization of Helping Players Play: Rise of the Service Paradigm}",
	year          = 2009,
}