The increase in the number of Internet users in the world and in Croatia in recent years has opened many businesses opportunities in this new market. Internet also affected the changes in marketing. There has been the development of new digital products, new sales channels and new techniques of promotion. All these changes have affected the price determination process. Because of this certain costs have decreased, but also some new ones emerged. Depending on the goal which the company wants to achieve in the market, it will set a certain price level of their products depending on the relevant costs. It also gives them the ability to easily reach their customers. The gaming industry relies heavily on the use of the Internet. It is characterized by a high level of competition and the high cost of product development as well as low digital distribution costs. Because of high level of competition, it is important to attract the customers and offer them something new to make a profit. Video game publishers are increasingly using digital sale channels as they can reduce the cost of distribution of video games. It costs them nothing to make a digital copy of the game and in that way became more profitable. More and more companies in Croatia have been successfully developing its own video games and are achieving continuous growth rates. Blizzard Entertainment, Inc. was selected as an example of major video game publisher. It develops and distributes its own video games through conventional channels and trough its own digital channels as well as trough digital channels of its partners. Also, Blizzard is compared to a couple of his most important competitors where it was shown a growing trend in internet sales.