Experimentation has been considered critical for successful software product and business development, including in video game startups. Video game startups need “wow” qualities that distinguish them from the competition. Thus, they need to continuously experiment to find these qualities before running out of time and resources. In this study, we aimed to explore how these companies perform experimentation. We interviewed four co-founders of video game startups. Our findings identify six practices, or scenarios, through which video game startups conduct experiments and challenges associated with these. The initial results could inform these startups about the possibilities and challenges and guide future research. © The Author(s) 2024.