Core gaming developer Take-Two Interactive, known for iconic series like "Grand Theft Auto" and "Red Dead Redemption," leads innovation in interactive entertainment through its direct-to-consumer (D2C) initiatives.

Michael Lewis, vice president of direct-to-consumer operations, oversees engineering, operations, marketing, and monetization. His team creates systems for content discovery, purchasing, and social features like friends and chat.

The D2C team has grown from 5 to 60 employees while maintaining high retention, thanks to carefully cultivated cultural values and hiring practices.

The team operates on four key cultural pillars:

1. Experiment to decide: Test initiatives quickly with low-fidelity versions to gauge customer reaction
2. Iteration over excessive planning: Focus on small releases and continuous improvement
3. Working software over presentations: Prioritize functional features over PowerPoint slides
4. Automate and invest in tooling: Develop processes for repeatability and efficiency

Career development at Take-Two includes:

• Clear career progression matrices
• Regular one-on-one meetings
• Biannual review cycles
• Self-directed learning opportunities
• Access to LinkedIn Learning and specialized training resources

Following the $12.7 billion acquisition of Zynga in 2022, Take-Two's focus includes:

• Successfully integrating Zynga's titles
• Implementing social services across platforms
• Supporting 87 games in active development
• Scaling teams to meet growing demands

The company continues to expand its capabilities while maintaining its position as one of the gaming industry's leading innovators.

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