Player-centricity: The route to cross-company unity

In all other areas of digital product development, the consumer comes first. In gaming, there’s an argument that it’s ‘gaming designed by gamers for gamers without any concession or personalisation for new gamers. But being more player-centric and less gaming centric can pay dividends, not just for acquiring new users, but also to help align the entire business internally. How does this work, and what are the operational challenges?