How to get support for paid software from Ubuntu Software Center

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http://askubuntu.com – After buying and installing a game via the Ubuntu Software Centre, I find the software does not work. But where do I turn to for support? The game company says it does not support its game ported to Linux as they seemingly where not involved in that. Ubuntu does not seem to provide support unless I pay for it (again) and it seems totally unfair to bug the user community with this issue. I've paid for the software after all... There is a serious flaw in how Canonical has integrated free and paid software into one app store type thing, without transparent support info (where to get it) for pa (HowTos)