The Vice President of USA Networks, Jesse Redniss talks about how the company has "gamified" its properties in this in-depth case study.
Jesse Redniss is the Senior Vice President of Digital for NBC Universal/USA Network. In this position, he oversees all digital efforts for the various USA Network properties. Since joining USA in April 2005, Redniss has played a pinnacle role in the digital restructuring and growth of the usanetwork.com properties, which has driven a major shift in the industry and competitor’s online efforts. During his time at USA Redniss has lead the digital team to achieve unprecedented growth, resulting in triple digit increases in traffic metrics year-over-year. Before joining USA, Redniss worked as a digital supervisor at Tangible Media on the Atari and Midway games accounts and several leading advertising agencies specializing in media planning, buying and interactive strategy. Redniss has also held positions within the music industry at Volatile Media and SONY 550DMV. Follow Jesse on Twitter @jesseredniss
Branch of applied mathematics devised to analyze certain situations in which there is an interplay between parties that may have similar, opposed, or mixed interests. Game theory was originally developed by John von Neumann and Oscar Morgenstern in their book The Theory of Games and Economic Behavior (1944). In a typical game, or competition with fixed rules, players try to outsmart one another by anticipating the others' decisions, or moves. A solution to a game prescribes the optimal strategy or strategies for each player and predicts the average, or expected, outcome. Until a highly contrived counterexample was devised in 1967, it was thought that every contest had at least one solution. See alsodecision theory; prisoner's dilemma.