Episode 26: Don't Take No For An Answer, with Sarah Anderson

A 25-year-veteran of the interactive entertainment industry, Sarah Anderson joined 2K, a publishing label of Take-Two Interactive, in May 2005. As the Senior Vice President of Marketing she leads global Marketing and Communications efforts for 2K. Under her leadership, the 2K team has published some of today's biggest games and established franchises, including critically acclaimed titles from the Battleborn, BioShock, Borderlands, Civilization, Evolve, Mafia, NBA 2K, WWE 2K and XCOM series. Sarah has applied her understanding of the audience and quest for innovative marketing techniques that deliver results, to the marketing and communications of hundreds of games. Sarah has a BFA in graphic design from Paier College of Art and an MBA in marketing from the Graduate School of Management at the University of San Francisco. In her spare time, she might be found enjoying the Bay Area's live music scene, taking a bootcamp class or being a lacrosse mom.   “We don’t take no for an answer. If we want to do something, we figure it out.” - Sarah Anderson What you’ll learn about in this episode: What 2K does and what Sarah does at 2K What 2K’s audience looks like The rise of the female gaming audience Figuring out the flows of different audiences Looking at behavior vs. demographics Finding influencers to grow your brand How 2K’s “scrappy lean team” utilizes the different channels available to them Balancing data and gut instinct Why you shouldn’t take no for an answer Ways to contact Sarah: Website: www.2k.com LinkedIn: www.linkedin.com/in/sarahstcanderson Twitter: @2K