Jade Raymond: Blurring the Lines

Jade Raymond, Group General Manager for Electronic Arts, has overseen the development of some of the gaming world’s most successful franchises, including Assassin’s Creed, Watch Dogs, and Star Wars. As Raymond points out, video games have come a long way from their pixelated beginnings but are still evolving as a medium. With that evolution comes new opportunities for different models of storytelling and engagement: most notably, the development of what Raymond dubs the “ecosystem model,” in which players, viewers, co-creators, broadcasters, commentators, and others can all play a role in expanding the story line of a video game together. Raymond explores what it means to blur the line between creator and audience, and how to create a story that will live on through its fans.