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October 2013
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TD Magazine
Winning the Innovation Game

A crisis served as the catalyst for change. Strategic action teams answered the call.

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Electronic Arts (EA) had been a proud leader of interactive entertainment for more than three decades. During that time, it became highly profitable by mastering the art and science of making great games, putting them in beautiful packages, and selling them at retail. It was a very successful model. But little did we know what was just around the corner.

EA was hit by massive marketplace disruption, and sudden

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