Fast Company

Playing to Win


Computer and video games are a bigger business than the movies, and the biggest force in games is Electronic Arts -- a company whose blockbuster titles dazzle millions of customers and generate billions of dollars in sales. Here's a behind-the-scenes look at a creative powerhouse ( and a model of disciplined management ) where rappers beg to be hoopsters, war-game designers learn combat tactics from a Marine hero -- and a series of complex projects come in on time and on budget.