The biggest video game publisher in the world is Electronic Arts (EA).The business owns a number of well-known video game studios, whichare smaller businesses directly involved in the design and development ofvideo games for personal computers and gaming consoles such asPlayStation, Xbox, and Nintendo. While studios are tasked with the actualproduction, implementation, and ongoing development of these games, EAis responsible for handling marketing, advertising, monetization, andgeneral design decisions. EA is constantly at odds with its developmentcompanies because it frequently places the following demands on them:A. The implementation of unethical practices like microtransactions-where players pay for cosmetic or gameplay enhancements in videogames and gambling-like mechanics are common in EA gamesbecause they are mandated by the publisher-must maximize allopportunities for aggressive monetization. These are mechanics thatwere added after the game's original architecture and spirit, whichmight occasionally damage the game's design. The functions of thesesystems and the commercial goals behind their inclusion are clear togaming audiences.B. Even though feminist and LGBT+ ideologies are unrelated to thedesign of the game, studios occasionally feel compelled to add woke(progressive) themes and messages into the plot or design of theirgames. One illustration of this is including sufficient LGBT, minority,disabled, etc. characters in a game's narrative to meet arbitraryrepresentation quotas.C. It is forbidden to drastically deviate from game design concepts thathave a track record of generating profits. EA forces its creators to"steal" or extensively replicate" designs from other well-knowngames that have shown to have a marketable audience. As a result,the developers frequently find themselves "trend-chasing" or makingtheir own versions of already-popular games.Many of EA's studios disagree with this structure since they are unable toexercise genuine self-determination over the games they create. It can bedifficult to tell whether a product's failure is the result of EA's demands orthe inadequacies in the game design when it fails financially (and EA setstheir own arbitrary financial targets based on their desired level ofrevenue).1. What needs to change in EA to resolve this conflict? Using KurtLewin's 3-step model of planned change (unfreezing, change andrefreezing)

Kurt Lewin's 3-step model of planned change is a widely recognized framework for understanding and…

Answered: 1. What needs to change in EA to…

MARKETING 2018

19th Edition

ISBN:9780357033753

Author:Pride

Publisher:Pride

Chapter12: Developing And Managing Products

Section12.1: Sriracha Heats Up The Hot Sauce Market

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1. What needs to change in EA to resolve this conflict? Using Kurt Lewin's 3-step model of planned change (unfreezing, change and refreezing)