EA's Game-Making Play for Take-Two

CEO Riccitiello's bid for the owner of the Grand Theft Auto franchise dovetails nicely with his strategy for a reinvigorated Electronic Arts

Just months after John Riccitiello took the helm last year as chief executive for Electronic Arts, the top independent video games publisher, he delivered a stunning indictment of the industry: "We're boring people to death," Riccitiello said last July of the long-held penchant for developing hit franchises and updating them year after year. "There's been lots of product that looks like last year's product—that looked a lot like the year before."

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