What CW is referring to is a custom build. A basic build with no additional features or changes would let you create an install file for your game, and people could download it and install it in the same way as any other Windows application and launch it straight from their Start menu or by running the EXE file.
With a little bit of work you would be able to reuse your custom build for other games if you wanted, but it depends under what conditions I've sold you the custom build in the first place, as the price depends on if you're going to be selling your game, how many people etc. If the second (or third, fourth...) game still comes under the licence for the first then there's no problem, otherwise you'd have to renegotiate.
More information is at
http://www.axeuk.com/quest/custom.htm , and send me an email with details of what you need if you're interested.