This research investigates the location choices of gaming industry in Malmö, focusing on factors influencing both small and large firms. Through eight semi-structured interviews and analysis of media archive documents, the research explored the twofold nature of location decisions: the choice of Malmö as a city and the selection of specific locations within Malmö. This study shows that gaming firms consider a combination of hard and soft location factors when choosing to locate in Malmö. Key hard factors include the presence of a strong gaming community, access to high-skilled talent, proximity to other gaming companies, proximity to Copenhagen airport, and public investments from the city and region. The primary soft factor identified is the cultural aspects of the city. Personal connections the founders of the firms had with Malmö played a significant role in the location decisions of small firms. Furthermore, the study highlights differences in location preferences between small and large gaming firms when choosing a specific location within Malmö. Small firms prioritized hard location factors such as affordable office space over soft location factors while big firms prioritized soft location factors such as quality of the building and the size of office space to accommodate the employees over hard location factors. This study contributes to the understanding of location choices in the gaming industry and underscores the importance of tailoring urban development strategies to accommodate the diverse needs of gaming firms. By recognizing the distinct preferences of small and large firms, policymakers can implement targeted interventions to foster a conducive environment for gaming industry growth in Malmö and beyond. Future research should explore comparative analyses across cities to gain broader insights into industry dynamics and inform tailored strategies for urban development in gaming cities.