1 00:00:10,320 --> 00:00:14,680 Speaker 1: Welcome to Strictly Business, Variety's weekly podcast featuring conversations about 2 00:00:14,720 --> 00:00:18,319 Speaker 1: the business of media and entertainment. I'm senior business writer, 3 00:00:18,440 --> 00:00:22,560 Speaker 1: TV and video games. Jennifer moss Henk Rogers secured the 4 00:00:22,600 --> 00:00:26,280 Speaker 1: rights for Tetris back in the nineteen eighties. Today, his daughter, 5 00:00:26,400 --> 00:00:29,680 Speaker 1: Maya Rodgers is the CEO of Tetris, where she oversees 6 00:00:29,760 --> 00:00:33,520 Speaker 1: the strategic direction of the iconic video game franchise as 7 00:00:33,560 --> 00:00:37,400 Speaker 1: the gaming industry competition becomes stiffer and stiffer. Added the 8 00:00:37,440 --> 00:00:40,479 Speaker 1: Red Bull sponsored Tetris World Final in Dubai next month. 9 00:00:40,800 --> 00:00:43,640 Speaker 1: Maya Rogers speaks with Strictly Business about the future of 10 00:00:43,680 --> 00:00:47,200 Speaker 1: the brand and how it's adapting to today's audiences. Maya, 11 00:00:47,280 --> 00:00:49,800 Speaker 1: thank you so much for joining me for Strictly Business today. 12 00:00:50,720 --> 00:00:51,680 Speaker 2: Thank you for having me. 13 00:00:52,400 --> 00:00:55,280 Speaker 1: You've spent over seventeen years with Tetris after a career 14 00:00:55,320 --> 00:00:58,600 Speaker 1: in licensing and entertainment. What initially led you to the 15 00:00:58,640 --> 00:01:01,200 Speaker 1: company and how has that shaped your approach SEEO. 16 00:01:01,480 --> 00:01:04,759 Speaker 2: So, I've actually been surrounded by Tetris my entire life. 17 00:01:05,000 --> 00:01:08,399 Speaker 2: My father was the one responsible for finding the Tetris 18 00:01:09,160 --> 00:01:12,120 Speaker 2: license and brought it to Nintendo. For those of you 19 00:01:12,160 --> 00:01:15,560 Speaker 2: who've seen the Apple TV Tetris movie. It sort of 20 00:01:15,680 --> 00:01:18,760 Speaker 2: talks about that story of the background of how Tetris 21 00:01:18,800 --> 00:01:21,360 Speaker 2: came to the rest of the world. And so about 22 00:01:21,400 --> 00:01:25,199 Speaker 2: seventeen years ago I joined the family business, and about 23 00:01:25,200 --> 00:01:27,920 Speaker 2: thirteen years ago I became CEO. And so for me, 24 00:01:28,520 --> 00:01:31,759 Speaker 2: it wasn't just a job, it was something that has 25 00:01:31,920 --> 00:01:35,240 Speaker 2: really been ingrained in my DNA and Tetris being such 26 00:01:35,240 --> 00:01:38,880 Speaker 2: a cultural icon for me, it was so important to 27 00:01:38,920 --> 00:01:41,479 Speaker 2: see if I can and how I can become involved 28 00:01:41,600 --> 00:01:44,800 Speaker 2: and keep it relevant and surprising. So, you know, my 29 00:01:44,880 --> 00:01:48,160 Speaker 2: goal for Tetris has always been to expand beyond video 30 00:01:48,200 --> 00:01:51,080 Speaker 2: games into a global brand and it's just truly been 31 00:01:51,080 --> 00:01:52,600 Speaker 2: an honor to be part of that legacy. 32 00:01:52,680 --> 00:01:56,240 Speaker 1: The Red Bull and Tetris campaign is a groundbreaking partnership 33 00:01:56,520 --> 00:02:01,000 Speaker 1: that combinds gaming, technology and lifestyle. This partnership come about 34 00:02:01,080 --> 00:02:02,840 Speaker 1: and what does it mean for Tetris's future. 35 00:02:03,200 --> 00:02:06,960 Speaker 2: So the collaboration with Red Bull is the biggest Tetris 36 00:02:07,120 --> 00:02:11,000 Speaker 2: live event that we've done to date, and we've had 37 00:02:11,080 --> 00:02:13,840 Speaker 2: previous relationships with Red Bull where we did a game 38 00:02:13,919 --> 00:02:17,680 Speaker 2: called Tetris Mindbender and Succession. As a succession to that, 39 00:02:17,720 --> 00:02:19,720 Speaker 2: Red Bull approached us and they wanted to do this 40 00:02:20,160 --> 00:02:24,200 Speaker 2: exciting online competition. So it's been a year long project. 41 00:02:24,440 --> 00:02:28,560 Speaker 2: There is a global competition happening where players from around 42 00:02:28,560 --> 00:02:30,760 Speaker 2: the world can compete on their mobile phone for their 43 00:02:30,760 --> 00:02:35,160 Speaker 2: best scores, and fifty five countries around the world are 44 00:02:35,200 --> 00:02:39,120 Speaker 2: having these championships, and in fact, the World Championships and 45 00:02:39,680 --> 00:02:44,120 Speaker 2: all of these countries are happening now until end of November. 46 00:02:44,840 --> 00:02:47,680 Speaker 2: And I'm so excited because in December we get to 47 00:02:47,680 --> 00:02:52,360 Speaker 2: go to Dubai and watch the biggest video game display 48 00:02:52,520 --> 00:02:56,200 Speaker 2: of a drone show. So within this structure in Dubai 49 00:02:56,240 --> 00:02:59,120 Speaker 2: called the Frame, which is a four hundred foot tall 50 00:02:59,320 --> 00:03:04,840 Speaker 2: building or architectural piece, we're going to be playing a 51 00:03:04,880 --> 00:03:08,720 Speaker 2: two thousand drone video game of Tetris. And so I'm 52 00:03:08,720 --> 00:03:11,840 Speaker 2: so excited because the finals finalists will be flown to 53 00:03:11,919 --> 00:03:15,280 Speaker 2: Dubai and we get to see this in the skyscrapes 54 00:03:15,320 --> 00:03:19,160 Speaker 2: of Dubai. Also what's exciting too is that we've also 55 00:03:19,240 --> 00:03:24,280 Speaker 2: done Tetris collaborated cans red Bull cans. So right now, 56 00:03:24,280 --> 00:03:27,440 Speaker 2: if you go to the local hopefully the local stores, 57 00:03:27,880 --> 00:03:31,680 Speaker 2: you'll see these Tetris cans that we collaborated together to design. 58 00:03:32,560 --> 00:03:34,400 Speaker 1: How was Dubai chosen as the location. 59 00:03:34,720 --> 00:03:37,080 Speaker 2: I think Red Bull wanted to choose a location that 60 00:03:37,160 --> 00:03:40,680 Speaker 2: was very international, and the fact that they're able to 61 00:03:40,880 --> 00:03:43,880 Speaker 2: have the frame as the sort of the spectacle of 62 00:03:43,920 --> 00:03:47,240 Speaker 2: this drone show. It can't be done anywhere else. If 63 00:03:47,240 --> 00:03:50,600 Speaker 2: you've seen the frame and what it looks like, there's 64 00:03:50,600 --> 00:03:53,400 Speaker 2: not another structure like it, and so it was kind 65 00:03:53,400 --> 00:03:56,200 Speaker 2: of the perfect culmination I think of, you know, doing 66 00:03:56,240 --> 00:03:59,320 Speaker 2: something that's international on the location, and also I think, 67 00:03:59,440 --> 00:04:01,880 Speaker 2: you know, thens of video games into sort of the 68 00:04:01,920 --> 00:04:05,400 Speaker 2: Middle East Amina region is probably one of the other reasons, 69 00:04:05,440 --> 00:04:07,560 Speaker 2: but it was really red Bull who kind of came 70 00:04:07,640 --> 00:04:09,560 Speaker 2: up with a Dubai relationship. 71 00:04:09,640 --> 00:04:12,400 Speaker 1: Events like the World Finals represent Tetris has pushed in 72 00:04:12,680 --> 00:04:16,880 Speaker 1: esports and experiential gaming. What do global tournaments like these 73 00:04:16,920 --> 00:04:19,920 Speaker 1: bring to Tetris from a business perspective. 74 00:04:20,480 --> 00:04:23,560 Speaker 2: I think Tetris has always been the game that's evergreen. 75 00:04:23,680 --> 00:04:26,479 Speaker 2: It's a game that brings people together. So doing things 76 00:04:26,520 --> 00:04:30,520 Speaker 2: around esports and competition, Tetris is the perfect game. You know, 77 00:04:30,800 --> 00:04:34,520 Speaker 2: it doesn't require language, it's global, anybody can play it, 78 00:04:34,360 --> 00:04:37,200 Speaker 2: and it's a safe game. There's no violence, and so 79 00:04:37,240 --> 00:04:39,640 Speaker 2: we're just so excited that an opportunity like this with 80 00:04:39,880 --> 00:04:43,279 Speaker 2: Red Bull and others could open doors for really the 81 00:04:43,320 --> 00:04:46,720 Speaker 2: world coming together and you know, competing in a friendship 82 00:04:47,160 --> 00:04:47,880 Speaker 2: kind of way. 83 00:04:48,760 --> 00:04:51,800 Speaker 1: In terms of what you're seeing from this collaboration and 84 00:04:51,839 --> 00:04:53,720 Speaker 1: what you've been looking head to what you see in 85 00:04:53,800 --> 00:04:57,400 Speaker 1: terms of monetization, if it's driving more gameplay, what you're 86 00:04:57,440 --> 00:04:58,880 Speaker 1: hoping to get out of it from that side of 87 00:04:58,880 --> 00:05:00,359 Speaker 1: the business, I. 88 00:05:00,360 --> 00:05:03,240 Speaker 2: Think everything we do, you know, it's not always just 89 00:05:03,360 --> 00:05:06,120 Speaker 2: dollars and cents, you know, So monetization is one thing, 90 00:05:06,600 --> 00:05:09,760 Speaker 2: but I think global awareness is a huge part of it. 91 00:05:10,279 --> 00:05:13,760 Speaker 2: Tetris has been here for over forty years since Alexi 92 00:05:13,760 --> 00:05:17,760 Speaker 2: patriknav first developed and programmed the game, So you know, 93 00:05:17,800 --> 00:05:19,960 Speaker 2: what are all the touch points where we can keep 94 00:05:20,160 --> 00:05:23,400 Speaker 2: and make sure that the brand stays relevant and evergreen 95 00:05:23,760 --> 00:05:26,360 Speaker 2: are things that we consider. And so something like this, 96 00:05:26,400 --> 00:05:29,400 Speaker 2: which has like such a global footprint, and the fact 97 00:05:29,440 --> 00:05:32,200 Speaker 2: that with Red Bull, like they've gone fifty five countries 98 00:05:32,200 --> 00:05:36,080 Speaker 2: around the world participated in this global campaign just goes 99 00:05:36,120 --> 00:05:38,120 Speaker 2: to show how big the brand is and it's not 100 00:05:38,360 --> 00:05:41,440 Speaker 2: just about you know, making sure that we're making money 101 00:05:41,440 --> 00:05:42,720 Speaker 2: on every single game played. 102 00:05:44,680 --> 00:05:47,320 Speaker 1: Are there other partnerships you're looking at right now and 103 00:05:47,360 --> 00:05:49,480 Speaker 1: what are their fits there might be for Tetris's long 104 00:05:49,560 --> 00:05:50,839 Speaker 1: term branding and expansion. 105 00:05:51,080 --> 00:05:54,320 Speaker 2: So we've really gone beyond just the traditional kind of 106 00:05:54,400 --> 00:05:58,240 Speaker 2: video game products, you know. Now today we're a licensing business, 107 00:05:58,240 --> 00:06:01,880 Speaker 2: so it allows us to really expand our reach beyond 108 00:06:02,200 --> 00:06:04,840 Speaker 2: just the just the traditional kind of what you think 109 00:06:04,880 --> 00:06:07,880 Speaker 2: as a video game. You know, We've done things like 110 00:06:08,839 --> 00:06:12,680 Speaker 2: the Sphere in Las Vegas, where Tetris had a little takeover. 111 00:06:13,240 --> 00:06:16,080 Speaker 2: Right now in London at the Outernet there is a 112 00:06:16,120 --> 00:06:18,440 Speaker 2: structure where you can walk into and it's the biggest 113 00:06:18,560 --> 00:06:22,800 Speaker 2: indoor display of a collaborative Tetris game, you know. So 114 00:06:22,839 --> 00:06:26,560 Speaker 2: we're taking it outside of like the traditional video games 115 00:06:26,600 --> 00:06:30,080 Speaker 2: and making it more immersive. Those are really exciting opportunities 116 00:06:30,160 --> 00:06:33,719 Speaker 2: because you know, again, Tetris is such an iconic brand, 117 00:06:33,839 --> 00:06:36,720 Speaker 2: and so where else can we be there where our 118 00:06:36,760 --> 00:06:39,640 Speaker 2: players can resonate with with the love for the brand. 119 00:06:39,880 --> 00:06:42,720 Speaker 1: How does a brand that this is this legacy and 120 00:06:42,839 --> 00:06:46,560 Speaker 1: been around for so long differentiity itself and maintain relevance 121 00:06:46,600 --> 00:06:47,880 Speaker 1: for diverse audiences. 122 00:06:48,040 --> 00:06:50,640 Speaker 2: So really, I think the number one thing is that 123 00:06:50,760 --> 00:06:54,120 Speaker 2: Alexi Pachnov created the perfect game, you know, We never 124 00:06:54,160 --> 00:06:56,600 Speaker 2: want to break that, and it's the magic that has 125 00:06:56,720 --> 00:06:59,560 Speaker 2: kind of kept on giving. So the first thing that 126 00:06:59,600 --> 00:07:01,880 Speaker 2: we always try to make sure is that the game 127 00:07:01,920 --> 00:07:05,200 Speaker 2: stays relevant and authentic to what people know as Tetris. 128 00:07:05,760 --> 00:07:10,000 Speaker 2: It's undeniably Tetris when people play it right, and so 129 00:07:10,480 --> 00:07:12,280 Speaker 2: that is one thing. But the other thing that we 130 00:07:12,360 --> 00:07:15,280 Speaker 2: try to do is that wherever games are played, we 131 00:07:15,320 --> 00:07:19,000 Speaker 2: try to make sure that Tetris is available, which keeps 132 00:07:19,040 --> 00:07:22,679 Speaker 2: it evergreen. We know that when a new platforms launch, 133 00:07:22,720 --> 00:07:25,000 Speaker 2: for example, Tetris is one of those games that people 134 00:07:25,080 --> 00:07:28,120 Speaker 2: look for, and so we want to make sure that 135 00:07:28,120 --> 00:07:30,720 Speaker 2: we're everywhere where games are played. And as long as 136 00:07:30,760 --> 00:07:33,560 Speaker 2: that is happening, and that's never going to go away, 137 00:07:33,840 --> 00:07:35,200 Speaker 2: Tetris will always be around. 138 00:07:35,320 --> 00:07:38,640 Speaker 1: At the same time, gaming companies are navigating challenges like inflation, 139 00:07:38,880 --> 00:07:43,760 Speaker 1: supply chain disruption, and changing consumer preferences. How is Tetris 140 00:07:43,800 --> 00:07:47,800 Speaker 1: strategically planning to remain resilient and continue growing in the 141 00:07:47,800 --> 00:07:49,920 Speaker 1: face of these macroeconomic concerns. 142 00:07:50,800 --> 00:07:54,040 Speaker 2: I mean, definitely those things are affecting us too. For example, 143 00:07:54,120 --> 00:07:57,000 Speaker 2: we do have a fairly large merchandising program, and the 144 00:07:57,080 --> 00:08:00,520 Speaker 2: tariffs in the US are getting affected in our manufacturers 145 00:08:00,600 --> 00:08:03,360 Speaker 2: and partners are also getting affected, you know, just like 146 00:08:03,400 --> 00:08:05,760 Speaker 2: anything else. Right, We've been around for forty years and 147 00:08:05,840 --> 00:08:08,360 Speaker 2: so things will come and go. But again I think 148 00:08:08,480 --> 00:08:13,920 Speaker 2: as long as for us to keep authentically tied to 149 00:08:14,120 --> 00:08:16,640 Speaker 2: what the game is and the gameplay is, and it's 150 00:08:16,680 --> 00:08:19,680 Speaker 2: really about bringing that joy to the world, you know, 151 00:08:19,720 --> 00:08:21,840 Speaker 2: we will have to ride the waves as they come. 152 00:08:22,080 --> 00:08:25,400 Speaker 2: But going back to my earlier point, I think Tetris 153 00:08:25,480 --> 00:08:27,920 Speaker 2: is a game that will be here for generations and 154 00:08:28,000 --> 00:08:30,760 Speaker 2: centuries to come, and so we have that kind of 155 00:08:30,800 --> 00:08:32,600 Speaker 2: in our back pocket and we just want to make 156 00:08:32,640 --> 00:08:36,360 Speaker 2: sure that again the experience is there for people that 157 00:08:36,880 --> 00:08:39,960 Speaker 2: you know, get to experience Tetris in the new generations 158 00:08:39,960 --> 00:08:40,320 Speaker 2: to come. 159 00:08:40,440 --> 00:08:42,840 Speaker 1: We'll be back with more for maya after this break. 160 00:08:42,960 --> 00:08:45,160 Speaker 1: I'm sure it's hard to quantify, but when you look 161 00:08:45,200 --> 00:08:49,960 Speaker 1: at something like how Tetris has just affected many other games, 162 00:08:50,080 --> 00:08:53,000 Speaker 1: tons of other games and in all different ways, especially 163 00:08:53,080 --> 00:08:56,120 Speaker 1: once mobile gaming blew up, when you see certain things 164 00:08:56,120 --> 00:08:58,360 Speaker 1: and if you're like, that's Tetris coded, that. 165 00:08:58,400 --> 00:09:03,480 Speaker 2: Began with Tetris, we're seeing that a lot today. Well, 166 00:09:03,559 --> 00:09:06,360 Speaker 2: one I think it goes to show like the iconic 167 00:09:06,440 --> 00:09:11,960 Speaker 2: nature of Tetris and how much it's impacted humans and 168 00:09:12,000 --> 00:09:14,560 Speaker 2: our and our desire to want to play and have 169 00:09:14,679 --> 00:09:18,240 Speaker 2: joy in our world. At the same time, Tetris is 170 00:09:18,240 --> 00:09:22,240 Speaker 2: a protected IP and so we had one a very 171 00:09:22,840 --> 00:09:27,840 Speaker 2: significant lawsuit years back that kind of proved that gameplay 172 00:09:27,920 --> 00:09:31,440 Speaker 2: can be protected. And by doing so, now we're saying 173 00:09:31,480 --> 00:09:34,560 Speaker 2: to the world, guess what, you know, games can be protected, 174 00:09:34,600 --> 00:09:36,479 Speaker 2: And so we do a lot of that at Tetris. 175 00:09:36,800 --> 00:09:41,160 Speaker 2: If they are direct competitions or our direct infringements of Tetris, 176 00:09:41,400 --> 00:09:44,440 Speaker 2: we do try to make sure that we're protecting our IP. 177 00:09:44,600 --> 00:09:46,480 Speaker 2: So we do go after the infringements, and that's a 178 00:09:46,480 --> 00:09:47,120 Speaker 2: big part of it. 179 00:09:47,200 --> 00:09:47,400 Speaker 1: You know. 180 00:09:47,840 --> 00:09:51,079 Speaker 2: I think it's a big debate. It's you know, creative 181 00:09:51,080 --> 00:09:54,360 Speaker 2: freedom versus who owns the IP. I think the balance 182 00:09:54,440 --> 00:09:56,719 Speaker 2: is somewhere in the middle. But I think it's very 183 00:09:56,760 --> 00:10:00,839 Speaker 2: important to be able to protect artists work and guess what, 184 00:10:00,880 --> 00:10:02,560 Speaker 2: Tetris is a piece of art and so we're going 185 00:10:02,600 --> 00:10:04,080 Speaker 2: to do whatever we can to protect it. 186 00:10:04,400 --> 00:10:07,760 Speaker 1: Speaking of another partnership after red Bull and just other things, 187 00:10:07,840 --> 00:10:10,480 Speaker 1: you will have worked on collaboration with Rubik's Cube and 188 00:10:10,600 --> 00:10:12,719 Speaker 1: how did that partnership come about and how do you 189 00:10:12,760 --> 00:10:16,199 Speaker 1: see it aligning with Tetris' evolution and opportunities. 190 00:10:16,320 --> 00:10:19,600 Speaker 2: So the collaboration with Rubik's Cube is very exciting for us. 191 00:10:19,880 --> 00:10:22,840 Speaker 2: It came out of a relationship that we signed up 192 00:10:22,880 --> 00:10:26,160 Speaker 2: with a company called Spinmaster, who owns Rubik's Cube in 193 00:10:26,200 --> 00:10:30,760 Speaker 2: twenty twenty four, and now the next year we'll be 194 00:10:30,800 --> 00:10:34,280 Speaker 2: coming out with a sleuth of different products, from the 195 00:10:34,320 --> 00:10:38,880 Speaker 2: Impossible Puzzle to of course Rubik's Mashup, to other board 196 00:10:38,960 --> 00:10:42,720 Speaker 2: games and such. What what's exciting about Rubik's Cube is 197 00:10:42,720 --> 00:10:47,440 Speaker 2: that both products, both ips were celebrating. Rubik's Cube was 198 00:10:47,440 --> 00:10:51,679 Speaker 2: celebrating their fiftieth anniversary and Tetris was celebrating their fortieth anniversary. 199 00:10:51,960 --> 00:10:54,760 Speaker 2: So as part of that, we did launch a collaborative 200 00:10:54,840 --> 00:10:59,480 Speaker 2: collaborative Rubik's Cube. But we've went even further than that, 201 00:10:59,640 --> 00:11:03,240 Speaker 2: and so this year we've designed a actual Rubiks Cube 202 00:11:03,240 --> 00:11:07,240 Speaker 2: that incorporates Tetris in it. So imagine trying to solve 203 00:11:07,280 --> 00:11:10,000 Speaker 2: the Rubus Cube, but you have to line up the 204 00:11:10,040 --> 00:11:13,720 Speaker 2: Tetris that Tetramino pieces perfectly in each of the quadrants. 205 00:11:14,640 --> 00:11:16,880 Speaker 2: I'm not going to be touching the Rubiks because it's 206 00:11:16,920 --> 00:11:20,400 Speaker 2: probably an impossible thing to solve. But I'm sure that 207 00:11:20,600 --> 00:11:23,319 Speaker 2: the fans of Tetris and Rubus Rubics are going to 208 00:11:23,400 --> 00:11:26,440 Speaker 2: go crazy because it's such a unique product that could 209 00:11:26,480 --> 00:11:29,800 Speaker 2: have only come through the collaboration that we've had with Spinmaster. 210 00:11:30,480 --> 00:11:33,280 Speaker 2: And I also wanted to add so Alexi Pajetnov, the 211 00:11:33,320 --> 00:11:36,160 Speaker 2: creator of Tetris, is from the Soviet Union, and then 212 00:11:36,400 --> 00:11:39,880 Speaker 2: the founder of Rubis is also from Eastern Europe. They've 213 00:11:39,920 --> 00:11:42,280 Speaker 2: never met before all these years, and there might be 214 00:11:42,320 --> 00:11:44,720 Speaker 2: some surprises later in the year that maybe they're meeting. 215 00:11:45,720 --> 00:11:51,320 Speaker 1: Looking at the entertainment space, other platforms, other forms of media, TV, movies, 216 00:11:51,679 --> 00:11:53,200 Speaker 1: I'd like to know what you see is some of 217 00:11:53,240 --> 00:11:56,400 Speaker 1: the opportunities apart from the already existing Tetris movies. 218 00:11:56,920 --> 00:11:59,480 Speaker 2: I do want to mention that the Tetris movie was 219 00:12:00,200 --> 00:12:03,280 Speaker 2: sort of one of the first video game stories to 220 00:12:03,320 --> 00:12:06,400 Speaker 2: come out, and the significance of that story was that 221 00:12:06,840 --> 00:12:09,120 Speaker 2: it wasn't about the video game, but it was about 222 00:12:09,120 --> 00:12:12,640 Speaker 2: the people behind the game, right, And I think those 223 00:12:12,679 --> 00:12:16,439 Speaker 2: stories are just gonna start coming out the woodwork, because again, 224 00:12:16,520 --> 00:12:18,960 Speaker 2: it's people like us who are doing the everyday kind 225 00:12:18,960 --> 00:12:22,079 Speaker 2: of things that make magic happen. And I think highlighting 226 00:12:22,160 --> 00:12:25,480 Speaker 2: that is really cool and interesting. This year, we also 227 00:12:25,559 --> 00:12:31,240 Speaker 2: launched a documentary called based on Blue Scootie, the kid 228 00:12:31,280 --> 00:12:34,720 Speaker 2: who crashed a Tetris game, the original ne Ees game, 229 00:12:35,480 --> 00:12:38,520 Speaker 2: And we just launched a documentary with Legendary Films at 230 00:12:38,559 --> 00:12:42,520 Speaker 2: Tribeca Film Festival. So again another story about the fan 231 00:12:42,600 --> 00:12:45,000 Speaker 2: base and what players go through when they engage with 232 00:12:45,280 --> 00:12:50,079 Speaker 2: video games. I think what's happening with video games right now. 233 00:12:50,120 --> 00:12:53,679 Speaker 2: We know that video games is the biggest revenue generator. 234 00:12:53,720 --> 00:12:57,400 Speaker 2: They're making more money than movies today. And where players 235 00:12:57,440 --> 00:13:01,240 Speaker 2: are interacting with video games is everywhere. It's not just 236 00:13:01,280 --> 00:13:04,720 Speaker 2: through video games anymore. My kids who are too young 237 00:13:04,760 --> 00:13:08,959 Speaker 2: to be playing Minecraft maybe not, but now they're watching Minecraft. 238 00:13:08,960 --> 00:13:12,320 Speaker 2: Their entry point to Minecraft is through YouTube. And so 239 00:13:12,360 --> 00:13:15,040 Speaker 2: that's the perfect example of video games are not just 240 00:13:15,040 --> 00:13:18,200 Speaker 2: being played, they're being watched. And so I think the 241 00:13:18,280 --> 00:13:25,199 Speaker 2: expansion of how consumers interact with brands and video games 242 00:13:25,240 --> 00:13:29,640 Speaker 2: are brands, I think it's just endless possibility. Video games 243 00:13:29,679 --> 00:13:31,959 Speaker 2: are not squarely in the video games space anymore. It's 244 00:13:32,360 --> 00:13:35,360 Speaker 2: how as an audience do you interact with what you love? 245 00:13:35,600 --> 00:13:39,880 Speaker 1: Competitive Tetris has grown rapidly and attracts millions of spectators. 246 00:13:40,160 --> 00:13:43,560 Speaker 1: How does Tetris fit into the esports landscape strategically in 247 00:13:43,600 --> 00:13:46,199 Speaker 1: that way, and what opportunities do you see for expanding 248 00:13:46,200 --> 00:13:48,520 Speaker 1: this area the business. We talked a little bit earlier 249 00:13:48,640 --> 00:13:51,320 Speaker 1: about the partnership in Dubai, but just in terms of 250 00:13:51,360 --> 00:13:53,840 Speaker 1: the passionate fan base there is and how much you 251 00:13:53,880 --> 00:13:54,800 Speaker 1: all interact with them. 252 00:13:55,920 --> 00:13:58,720 Speaker 2: Yeah, and I think that esports is a huge opportunity. 253 00:13:58,840 --> 00:14:01,520 Speaker 2: The fact that the sports has become an official Olympic 254 00:14:01,559 --> 00:14:05,880 Speaker 2: sport goes to show that it's not just for pastimes. 255 00:14:06,040 --> 00:14:08,520 Speaker 2: I think Tetris is the perfect game because it has 256 00:14:08,600 --> 00:14:11,440 Speaker 2: all the elements that it requires for it to be 257 00:14:11,480 --> 00:14:14,199 Speaker 2: a competitive game. Tetris has always been an esport, has 258 00:14:14,200 --> 00:14:17,240 Speaker 2: always been a competitive game, and so I think for 259 00:14:17,400 --> 00:14:21,080 Speaker 2: us to be able to be recognized as an official 260 00:14:21,360 --> 00:14:24,480 Speaker 2: Olympic sport, for example, is a big goal of ours. 261 00:14:24,880 --> 00:14:27,480 Speaker 2: So that the fan base has always been global, I 262 00:14:27,480 --> 00:14:31,600 Speaker 2: think we know that there's been competitions even without our 263 00:14:31,840 --> 00:14:35,800 Speaker 2: involvement as a Tetris company has been rapidly growing. We 264 00:14:35,880 --> 00:14:38,960 Speaker 2: can even see with the Classic Tetris World Championship, those 265 00:14:39,000 --> 00:14:43,000 Speaker 2: are niche set of players that are playing the classic 266 00:14:43,040 --> 00:14:46,720 Speaker 2: Tetris game and it's now bloomed into a global phenomenon 267 00:14:46,720 --> 00:14:50,120 Speaker 2: where young kids thirteen, fourteen, fifteen year olds are coming 268 00:14:50,160 --> 00:14:53,240 Speaker 2: to play. It just goes to show like the idea 269 00:14:53,280 --> 00:14:58,120 Speaker 2: of competing with Tetris is a timeless thing that will 270 00:14:58,160 --> 00:15:00,440 Speaker 2: keep going. And so I think we're alway looking for 271 00:15:00,440 --> 00:15:04,800 Speaker 2: opportunities to expand and see how we can really kind 272 00:15:04,800 --> 00:15:07,520 Speaker 2: of capitalize on the esports. Without saying too much, but 273 00:15:07,600 --> 00:15:10,160 Speaker 2: we do have things sort of in the pipe, in 274 00:15:10,200 --> 00:15:12,240 Speaker 2: the pipeline that we're working on. 275 00:15:12,360 --> 00:15:15,120 Speaker 1: As you look ahead, this teatresses next chapter, what are 276 00:15:15,120 --> 00:15:17,240 Speaker 1: the company's top priorities for growth. 277 00:15:17,400 --> 00:15:19,520 Speaker 2: So I think with a lot of video game companies, 278 00:15:19,840 --> 00:15:22,800 Speaker 2: you know, consoles, new consoles coming out, that's a big thing. 279 00:15:23,120 --> 00:15:27,160 Speaker 2: This year, Tetris had a launch title on the Switch 280 00:15:27,240 --> 00:15:33,360 Speaker 2: to with Tetris franchise, and so always when they're when 281 00:15:33,360 --> 00:15:36,760 Speaker 2: we're in between console gaming, we may not have major 282 00:15:36,840 --> 00:15:39,760 Speaker 2: launch titles, but we're always innovating and coming out with 283 00:15:39,840 --> 00:15:42,640 Speaker 2: new titles. So I think the next big wave will be, 284 00:15:43,040 --> 00:15:46,040 Speaker 2: you know, again without saying too much, thinking about what 285 00:15:46,160 --> 00:15:49,520 Speaker 2: is the next gen consoles going to be? Just this 286 00:15:50,440 --> 00:15:53,440 Speaker 2: last year, we came out with a product called Tetris Forever, 287 00:15:53,960 --> 00:15:57,360 Speaker 2: which was on multiple platforms, and we're just launching now 288 00:15:57,520 --> 00:16:00,240 Speaker 2: on Netflix a version of the game that came from 289 00:16:00,240 --> 00:16:02,880 Speaker 2: the game Tetris Forever, so please look out for that. 290 00:16:03,280 --> 00:16:07,000 Speaker 2: And also we were just launching on the Amazon Luna 291 00:16:07,040 --> 00:16:10,320 Speaker 2: a game called Tetris Effect, another variation of it for 292 00:16:10,440 --> 00:16:15,160 Speaker 2: the Luna console or the Luna gaming platform. We're always innovating, 293 00:16:15,200 --> 00:16:17,400 Speaker 2: We're always trying to figure out what's the next big 294 00:16:17,440 --> 00:16:19,720 Speaker 2: thing and keeps us very busy. 295 00:16:19,800 --> 00:16:22,400 Speaker 1: The Luna partnership in particular is interesting because they just 296 00:16:22,400 --> 00:16:25,320 Speaker 1: did a giant revamp of what that service looks like 297 00:16:25,360 --> 00:16:28,360 Speaker 1: in Amazon's putting a lot behind party games on there 298 00:16:28,400 --> 00:16:31,720 Speaker 1: and putting a lot behind driving people to that in 299 00:16:31,760 --> 00:16:33,320 Speaker 1: a way that they hadn't done that before. 300 00:16:33,400 --> 00:16:36,120 Speaker 2: Absolutely, and I think again Tetris is one of those 301 00:16:36,160 --> 00:16:38,840 Speaker 2: games people recognize it, they want to play it, especially 302 00:16:38,880 --> 00:16:42,760 Speaker 2: where it's a gaming platform you know that is reaching 303 00:16:42,800 --> 00:16:45,680 Speaker 2: the masses. We absolutely need to be there and should 304 00:16:45,720 --> 00:16:50,080 Speaker 2: be there. And so Tetris Effect is the perfect kind 305 00:16:50,120 --> 00:16:52,560 Speaker 2: of game that came out in twenty eighteen, and we've 306 00:16:52,600 --> 00:16:54,720 Speaker 2: done so many variations of it, but it's one of 307 00:16:54,760 --> 00:16:57,960 Speaker 2: those cultural phenomenon games that we're so excited to support. 308 00:16:58,240 --> 00:17:00,480 Speaker 1: And then just lastly, I'd like to know what you 309 00:17:00,760 --> 00:17:02,960 Speaker 1: would like fans of Tetris to know about the company's 310 00:17:03,040 --> 00:17:04,000 Speaker 1: vision for the future. 311 00:17:04,160 --> 00:17:06,600 Speaker 2: You know, for us, we do what we do because 312 00:17:06,600 --> 00:17:09,919 Speaker 2: we love what we do, and we always think about 313 00:17:10,520 --> 00:17:14,119 Speaker 2: how does this gameplay or this interaction with the brand 314 00:17:14,480 --> 00:17:18,199 Speaker 2: bring joy to our players around the world. So, you know, 315 00:17:19,359 --> 00:17:22,400 Speaker 2: we're here to provide joy. We love that Tetris is 316 00:17:22,600 --> 00:17:27,840 Speaker 2: able to kind of be that avenue for entertainment in life, 317 00:17:28,080 --> 00:17:31,320 Speaker 2: and that's what drives us every day is staying true 318 00:17:31,320 --> 00:17:34,960 Speaker 2: to what the brand represents. Tetris has become more than 319 00:17:35,119 --> 00:17:38,280 Speaker 2: just a brand, right you think about Tetris when you're 320 00:17:38,520 --> 00:17:42,680 Speaker 2: packing your car or loading a dishwasher. You know, it's 321 00:17:42,680 --> 00:17:45,720 Speaker 2: like it's literally become the fabric of life. And so 322 00:17:46,119 --> 00:17:49,600 Speaker 2: how can we celebrate that. What Tetris is is a 323 00:17:49,640 --> 00:17:53,240 Speaker 2: global language. It's something that brings people together. So everything 324 00:17:53,280 --> 00:17:59,240 Speaker 2: we do in the voice that Tetris represents is going 325 00:17:59,280 --> 00:18:02,840 Speaker 2: beyond Tetris as just a video game. Right. Tetris is 326 00:18:02,880 --> 00:18:05,400 Speaker 2: more than a video game, and it's here to stay. 327 00:18:05,800 --> 00:18:08,199 Speaker 2: And so I think that's sort of the voice of 328 00:18:08,240 --> 00:18:10,600 Speaker 2: the brand that we try to go after the other 329 00:18:10,640 --> 00:18:12,679 Speaker 2: thing that's really important to us is sort of a 330 00:18:12,760 --> 00:18:17,320 Speaker 2: mental wellness space. There's been research down with doctor Emily 331 00:18:17,359 --> 00:18:20,800 Speaker 2: Holmes over the last twenty years that's clinically proven that 332 00:18:20,800 --> 00:18:25,680 Speaker 2: Tetris can help get rid of PTSD trauma, and that's 333 00:18:25,720 --> 00:18:28,119 Speaker 2: a huge thing for us, and so we're very passionate 334 00:18:28,119 --> 00:18:32,000 Speaker 2: about if Tetris can be the first video game to 335 00:18:32,080 --> 00:18:34,560 Speaker 2: really claim that because it's been done in a clinical 336 00:18:34,600 --> 00:18:37,480 Speaker 2: research setting and we can be that force of good 337 00:18:37,520 --> 00:18:40,800 Speaker 2: for the world. That is amazing. So I think the 338 00:18:40,880 --> 00:18:43,199 Speaker 2: mental wellness part of it, you know, and part of 339 00:18:43,240 --> 00:18:48,239 Speaker 2: our narrative in social media is definitely something that we 340 00:18:48,320 --> 00:18:52,600 Speaker 2: try to engage our audience with. We've heard so many 341 00:18:52,600 --> 00:18:55,400 Speaker 2: countless stories of people saying I used to play Tetris 342 00:18:56,040 --> 00:18:59,280 Speaker 2: before an exam because it would just kind of straighten 343 00:18:59,520 --> 00:19:02,000 Speaker 2: my men to acuity and so that I could focus 344 00:19:02,040 --> 00:19:04,440 Speaker 2: on the thing that was coming up. Or I would 345 00:19:04,440 --> 00:19:07,440 Speaker 2: play during school, like during class, so that I could 346 00:19:07,480 --> 00:19:11,400 Speaker 2: actually focus again. Like, there's so many things that we've 347 00:19:11,440 --> 00:19:14,960 Speaker 2: heard from our players that Tetris has helped them with 348 00:19:15,000 --> 00:19:20,200 Speaker 2: their mental wellness, that there's something special there. Blue Scootie, 349 00:19:20,440 --> 00:19:24,600 Speaker 2: the boy who crashed the original Tetris game. He had 350 00:19:24,960 --> 00:19:27,359 Speaker 2: beaten the game because he had just lost his father 351 00:19:27,520 --> 00:19:29,720 Speaker 2: like days before, and it was one of the things 352 00:19:29,720 --> 00:19:33,280 Speaker 2: that he would do with his dad's play Tetris and 353 00:19:33,359 --> 00:19:37,000 Speaker 2: for him to overcome the tragedy that just struck him, 354 00:19:37,320 --> 00:19:40,120 Speaker 2: like Tetris helped him kind of, you know, get over 355 00:19:40,200 --> 00:19:42,600 Speaker 2: that edge. Not to take this lightly, and I'm not 356 00:19:42,680 --> 00:19:45,040 Speaker 2: saying that, you know, Tetris is going to help you 357 00:19:45,520 --> 00:19:47,960 Speaker 2: get over somebody's death or anything like that, but I 358 00:19:48,000 --> 00:19:51,600 Speaker 2: think it just goes to show like there's something about 359 00:19:51,680 --> 00:19:54,719 Speaker 2: the ability for people to play Tetris that kind of 360 00:19:54,760 --> 00:19:58,359 Speaker 2: like clears your mind and put you in this mental state. 361 00:19:58,960 --> 00:20:00,840 Speaker 2: We do kind of call this a Tetris effect. And 362 00:20:00,880 --> 00:20:04,040 Speaker 2: so if there's ways for us to really reach out 363 00:20:04,160 --> 00:20:07,320 Speaker 2: and be a source of good for the world, that 364 00:20:07,359 --> 00:20:08,160 Speaker 2: would be amazing. 365 00:20:08,280 --> 00:20:10,320 Speaker 1: Well, thank you so much for joining us today. I 366 00:20:10,400 --> 00:20:11,120 Speaker 1: appreciate it. 367 00:20:11,520 --> 00:20:20,000 Speaker 2: Thank you so much, Jenny. 368 00:20:21,080 --> 00:20:23,200 Speaker 1: Thank you for joining us for this week's episode of 369 00:20:23,280 --> 00:20:26,840 Speaker 1: Variety Strictly Business. You can find new episodes weekly on 370 00:20:26,960 --> 00:20:27,919 Speaker 1: Apple Podcasts.