The electric power industries are moving from the conventional monopolistic or vertically integrated environments to deregulated and competitive environments, where each participant is concerned with profit maximization rather than system-wide costs minimization. Consequently, the conventional least-cost approaches for the generation resource schedule can not exactly handle real-world situations. This paper presents a game theory application for analyzing power transactions and market design in a deregulated energy marketplace, where the market participants determine the net profits through the optimal bidding strategies. The demand elasticity of the energy price is considered for the realistic modeling of the deregulated marketplace.