Posted: Fri., Jul. 25, 2008, 5:34pm PT

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Steve Chiang

Publishing executive

As senior VP and general manager of EA Sports, Chiang oversees the team responsible for some of the most popular sports games in the world, including "Madden Football," "Tiger Woods PGA Tour" and "NHL 2009." For most of their titles, EA Sports releases new editions each year, which drives a need to innovate at a very rapid pace.

According to Chiang, the brainstorming process for the next installment begins as soon as the current release is locked, with development focused on trying to find that "game-changing feature" that will set the new version apart.

"We try to optimize and give ourselves as much time as possible when planning our next installment," he says. "We want to make it the best $60 a person spends all year."

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