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Marketing Researchers

Getting into Your Customers Heads

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Published 2/6/2013


Author: Krish Krishnakanthan

Krish Krishnakanthan is a principal in McKinsey’s New York office.

Summary


Gaming-platform innovations have opened up a whole new world of offerings in the interactive-entertainment industry over the last five years. The barriers for entry have come down, and small game developers can get their products in front of large audiences almost instantaneously through digital channels. Whereas Electronic Arts (EA) used to play against peers operating in a retail setting, it now must also master new platforms such as social networks, mobile phones, and tablets.

In this McKinsey interview, Bryan Neider, COO of EA Labels, talks about his company’s digital transformation, technology as an enabler of customer insights, and the role of the CIO.

©2013 McKinsey Quarterly

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