Lecture Notes: Interview with Bjorn Krantz, CEO of Yggdrasil

Introduction

• Host: Tim
• Guest: Bjorn Krantz, CEO of Yggdrasil
• Main Topic: Innovation in business, specifically at Yggdrasil

Updates since Last Interview

• Full speed ahead at Yggdrasil
• Focus on expanding and optimizing offerings to new and existing customers
• Delivering on the promise to double in-house developed core game releases
• Expanding the library of high-performing game mechanics

Importance of Innovation

• Must be part of company DNA and culture: Not just a buzzword
• **External Benefits: **
  • Builds an innovative brand image
  • Attracts talent
  • Enhances social loyalty from key partners
  • Optimizes and drives profitable growth
• **Internal Benefits: **
  • Drives loyalty and retention of talent
  • Increases passion and engagement
  • Leads to sustainable growth

Yggdrasil's Focus on Innovation

• Part of the company’s DNA and history
• Known for industry-first innovations (e.g., Boost, regulatory-ready development engine)
• Over 50% of industry awards received are for innovation
• Hosted a company-wide Innovation Day

Challenges of Innovation

• **Competitive Environment: **
  • Difficult to come up with new disruptive ideas
  • Need to understand customer needs and market trends
  • Requires a data-driven approach
• **Investment and Risks: **
  • Innovation is not free and requires risk-taking
  • Must drive higher degrees of automation and improve scalability

Driving Innovation

• From Ground-Up:
  • Everyone in the company is responsible
  • Encouraging a company-wide culture of innovation
• CEO's Role:
  • Lead by example
  • Encourage employees to challenge existing practices

Achieving Innovation

• Visibility: Must be visible at the top of the company’s strategy
• Appetite for Risk: Company must show willingness to take risks
• Celebrating Innovative Ideas: Acknowledgment of successful ideas encourages more innovation
• Dealing with Conflicting Ideas: Open discussions and evaluations

The Future of Innovation

• Efficiency and Scale: Improved with innovative practices
• Key Areas:
  • Hyper-personalization
  • Artificial Intelligence
  • Big Data
• **Potential Developments: **
  • Seamless global gameplay
  • Convergence between land-based and online/social gaming

Conclusion

• Exciting times ahead for the industry
• Potential for more streamlined and relevant offerings for players
• Future innovations will push industry boundaries further