Development of magnesium die casting alloys is the art of combining a thorough understanding of thermodynamic aspects of alloy composition and phase formation with the solidification kinetics as experienced in the die casting process. The microstructures obtained will determine The Alloy Property profile, which must be in line with the targeted application requirements. Successful development of an industrial alloy means that also The Diecasting Performance profile as well as the Alloy Production and Recycling profile must be fulfilled. In the present paper, a summary of current alloy development efforts will be given. Results from alloy development work by Hydro Magnesium will be presented, focusing mainly on creep resistant alloys. Specifically, alloys within the Mg-Al-RE system are highlighted.