Critics of both the game industry specifically and the cultural industries broadly have long drawn attention to how romantic ideals around creative and passionate work are exploited by cultural firms. Long hours, periods of contingent employment, and expectations of unpaid labour are all justified as the sacrifices that cultural workers make in order to ‘do what they love’. Drawing from interviews with 200 amateur game makers, a range of complex, and sometimes contradictory justifications of self-exploitation are identified. While some game makers speak of ambitions to one day get paid to make games, many others justify keeping their creative work separate from what they do for money as a form of self-emancipation.