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The development of video games comprises engineering teams within various disciplines, e.g., software engineering, game production, and creative arts. Game jams are a promising approach for (software+) development projects to foster on new product development. This paper evaluates the concept of game jam, a community design/development activity, and its positive effects on new software product development with tight schedules in time-oriented, competitive environments. Game jams have received more public attention in recent times, but the concept itself has not been formally discussed so far. A game jam is a composition of design and development strategies: new product development, participatory design, lightweight construction, rapid experience prototyping, product-value focusing, aesthetics and technology, concurrent development and multidisciplinarity. Although game jams are normally used for rapid prototyping of small computer games, the constellation of the mentioned elements provides a powerful technique for rapidly prototyping new product ideas and disruptive innovations.