

294. Product Managing Game Studio Culture with Seth Sivak (ex-World of Warcraft Boston Studio Head)
Jul 7, 2025
In this conversation, Seth Sivak, former head of the Boston Studio for World of Warcraft and now a consultant, shares his journey in the gaming industry. He discusses the critical role of culture in startups and how it influences product market fit. Seth emphasizes the need for intentional leadership to shape a positive company culture, particularly during growth phases. He highlights cultural onboarding, team dynamics, and the lessons learned from navigating challenges like layoffs, all while advocating for regular assessments to ensure alignment and success.
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From Layoffs to Startup Founder
- Seth Sivak experienced Zynga's studio closure and layoffs firsthand.
- He co-founded Proletariat shortly after, using severance as runway to build their startup.
Culture Forms By Design or Default
- Culture forms immediately, whether intentional or not.
- Ignoring culture is a choice that shapes team behavior and outcomes.
Make Culture Tangibly Measurable
- Define actionable cultural behaviors like deadline enforcement.
- Measure impact regularly to adjust norms and tools accordingly.