Edge Interview: Remodeling EA - Part One

The event that started it all has become the stuff of videogame fable. In August 2007, John Riccitiello, the freshly crowned CEO of Electronic Arts, gathered 160 top-ranking executives in a New York conference centre and told them the company was in crisis. Just back from founding private equity firm Elevation, he saw EA as a bloated giant, ill-equipped to thrive amid a worldwide economic downturn and a rapidly evolving digital marketplace. A gloomy Business Week article in February 2010 pointed out that the company had lost money for 11 straight quarters, with one investor claiming: “Management’s credibility is nonexistent right now.”

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