Artificial Intelligence (AI) in gaming
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An Interview with Unity CEO Matthew Bromberg About Turnarounds
Stratechery By Ben Thompson· 2025-11-13 11:00
Core Insights - The interview focuses on Matthew Bromberg's career and his approach to turning around struggling companies, particularly Unity, which he currently leads [2][4][83] - Bromberg emphasizes the importance of understanding relationships and community in the gaming industry, drawing from his experiences at AOL, EA, and Zynga [21][79][80] Background - Matthew Bromberg has a diverse background, having worked in various roles across technology and gaming companies, including AOL, EA, and Zynga [2][4][19] - His early interests in athletics and complex systems have shaped his approach to leadership and problem-solving in the tech industry [10][11] Lessons From AOL - Bromberg learned critical lessons about structuring mutually beneficial relationships with partners while at AOL, which was a dominant player in the early internet landscape [21][25] - His experience at AOL provided a foundational understanding of how to navigate and leverage complex ecosystems in business [22][23] Esports - Bromberg recognized the potential of esports early on, believing that watching video games would become a mainstream activity [34][35] - He highlights the challenges of building a sustainable esports business due to fragmentation and competition for audience attention [40][42] Rescuing Knights of the Republic - At EA, Bromberg was tasked with turning around the troubled game Star Wars: The Old Republic, which was facing significant challenges shortly after its launch [44][46] - He identified the need for social connection and community engagement as key factors in revitalizing the game, leading to a successful relaunch [60][61] Zynga - Bromberg's tenure at Zynga involved significant cultural change, focusing on rebuilding a positive work environment and leveraging the company's existing strengths [75][79] - Under his leadership, Zynga transformed from a struggling company to a leading mobile game developer, demonstrating the importance of cultural alignment in business success [78][80] Taking Over Unity - Bromberg views Unity as a generational business with immense potential, despite its recent struggles [83][84] - He acknowledges the critical role Unity plays in the gaming ecosystem and emphasizes the need to rebuild trust and deliver value to its community [86]