NPR: Game Giant Forced to Play Catch Up

Electronic Arts tries to catch up to Zynga lead in social games by using data mining, machine learning, and AI. Can EA "out-Zynga" Zynga?

NPR, May 4, 2012, by Aarti Shahani, from KQED.

Electronics Arts built a gaming empire with a strategy straight out of Hollywood - big names and big budgets. But the market has changed to favor data-driven online games, and the Redwood City, Calif., company finds itself forced to change too.

EA tries to catch up to Zynga by using more data mining, machine learning, and AI.

"The companies that are focused exclusively on social games, think of themselves as data companies, sort of analytics companies. They are niot really in the entertainment business. I think this will eventually die. Consumers want to be entertained, not data managed." John Riccitiello, CEO, Electronic Arts

However, Riccitiello plans to hire more engineers, use machine learning and artificial intelligence to to "out-Zynga" Zynga.

Zynga lead engineer says EA is several years behind the curve.

Thanks to Paul Kitko for the lead. Editor