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Power systems are planned and operated according to the optimization of the available resources. Traditionally these tasks were mostly undertaken in a centralized way which is no longer adequate in a competitive environment. Demand response can play a very relevant role in this context but adequate tools to negotiate this kind of resources are required. This paper presents an approach to deal with these issues, by using a multi-agent simulator able to model demand side players and simulate their strategic behavior. The paper includes an illustrative case study that considers an incident situation. The distribution company is able to reduce load curtailment due to load flexibility contracts previously established with demand side players.