- EA had become the largest video game publisher in the US by 1994, but CEO Probst was concerned about rising development costs for new game platforms and which ones EA should support. - The video game industry had gone through periods of boom and bust, led initially by Atari but then revived by Nintendo who took a more controlled approach to game development. - By the early 1990s, EA was a leader in 16-bit games thanks to supporting the new Sega Genesis console, but faced an uncertain future as the industry converged across multiple platforms like PCs and new competitors emerged.

1. CASE 1-6 : ELECTRONIC ARTS IN 1995

3. We want EA to be the best place in the industry for producers to work. We have created an environment that is much like the movie business in the 1930s. - Bing Gordon,Executive Vice President Entertainment Production