Wilson says iterating quickly on ideas is the best way to operate 'on the edge of innovation'

New EA CEO wants dev culture of ‘failing fast’

New EA CEO Andrew Wilson wants the publishing giant to experiment on new titles quickly and to ‘fail fast’ as it moves forward.

Speaking to the Wall Street Journal following his recent appointment as the company’s chief exec, Wilson said it was important as a digital company to quickly figure out which new ideas work and which ones don’t.

To operate “on the edge of innovation”, the company needed to work fast to ensure it delivered experiences in live with consumer expectations.

“We are working diligently to ensure we maintain operational excellence by putting the right people in place,” said Wilson.

“We are working to fail as fast as possible, and listening to our consumers every step of the way to ensure we are delivering on what they expect from us.

“The big thing about a modern digitally driven company that is operating at the edge of innovation to deliver unbelievably immersive experiences for our gamers is that you have to figure out what works and what doesn’t very quickly, to ensure the consumers get the best of everything you make. And it is a culture and philosophy that will underpin how we go to market in the future to make sure we’re delivering experiences that live up to consumer expectations.”

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