| Abstract [eng] |
The Master thesis examines how artificial intelligence (AI), including generative AI accelerated by the late-2022 “AI Spring,” reshapes entrepreneurial strategy in B2C game companies, using Electronic Arts (EA) as a single case. Literature discusses AI use in games and AI in entrepreneurship separately; integrated evidence on strategic reconfiguration in game studios is limited. The objective of the thesis is to develop a framework that systematises AI-driven entrepreneurial strategy. The tasks are to examine AI applications in the gaming industry, to identify its adoption challenges, to systematise strategic decisions that support AI adoption, and to integrate all insights and findings into a conceptual framework. The Master thesis research method is a qualitative single-case study of Electronic Arts based on public EA sources (reports/filings, earnings calls, press releases, interviews, keynotes, and R&D papers) from 2020-2025. The Master thesis results demonstrate that AI applications in EA are unevenly distributed across the game lifecycle, namely concentrated in game creation and runtime/play, with fewer explicit AI uses in delivery. Benefits are named as efficiency, realism, and new experiences. Constraints include governance and legitimacy risks, infrastructure and skill requirements, and AI-specific constraints. The Master thesis concludes that AI adoption follows strategic priorities. Strategic recognition and AI capability building accelerate feasible AI implementations. Recommendations include responsible AI governance, phased experimentation, and investment in data and skills. The Master thesis results have not been published but can be adapted for publication. |
