Natali Altshuler
COO, EA SPORTS Studios, Electronic Arts
As the COO for EA SPORTS Studios, Natali Altshuler oversees development for Electronic Arts’ multibillion-dollar portfolio of sports and racing franchises, which engage more than 300 million fans worldwide. With more than 20 years of experience in game development, Altshuler joined EA SPORTS in 2003, after graduating from the University of British Columbia with a degree in computer science. She is a strong advocate for women in science, technology, engineering and mathematics (STEM) fields, and is an active mentor through the Greater Vancouver Board of Trade’s Leaders of Tomorrow program. She serves on the board of directors for DigiBC, and previously served as a board director with the Greater Vancouver Board of Trade.
What career accomplishment are you most proud of and why?
In EA SPORTS, we’ve been on a multi-year growth journey—scaling our studios, investing in new technologies and developing industry-leading, innovative experiences that engage hundreds of millions of people all around the world. And when I reflect on my career, I’m most proud of the role I play in driving that continued evolution, bringing a strategic and operational lens across our efforts.
What has been your toughest business or professional decision to date?
One of my core responsibilities is ensuring that our portfolio of sports and racing games launch on time, within budget and at quality—and that often involves making difficult decisions on where to prioritize and invest. We need to ensure that we provide the right level of investment around our strategic growth areas, as well as factor in where we may need to adjust, so we can make the biggest impact for our business.
What does it take to be a successful business leader in 2025?
Working in an industry and in a world that’s always changing, I believe the strongest leaders are adaptable. They know how to pivot, come up with creative solutions to challenges and persevere with grit and humility—all while inspiring and motivating others along the way.
What do you wish you knew when you were first starting out in your career?
When I was first starting out, I was very aware that I was entering a traditionally male-dominated field, for both my education and career—and as a result, I spent those early years trying to blend in. With time and experience, I became more comfortable being myself, and came to realize that the qualities that make me unique are also my strengths.
What is the biggest lesson you’ve learned in business?
I’ve learned the importance of building and maintaining a strong team and culture. It’s crucial to have team members with the right experience and knowledge, but it’s equally important to foster an environment based on trust and transparency, where questions can be asked openly, as we work towards our goals.
Best piece of advice ever received?
The best piece of advice I received is short and simple, but it’s made all the difference. I was told to “just believe”—in myself, in what the future holds and that it will work out for the best—and to go for it.
What is your definition of success?
My definition of success has evolved over time. Earlier on in my career, I’ll admit, I was more focused on tangible signs of progression, such as taking on greater responsibilities, or a more senior role. Now, I am motivated by the impact I can make for the business—and my personal ambition to always continue learning and growing. Looking forward, I imagine that perspective will continue to shift, as I begin to think more about the legacy I’d like to leave behind.
What are you most passionate about outside of work?
Outside of work, my family and I like to spend our spare time outside enjoying beautiful British Columbia.
What are you looking forward to this year?
EA SPORTS is actively transforming and is at the forefront of change in our industry. We’re building massive online communities around our largest franchises, investing in our technology and capabilities to innovate now and into the future, and expanding our impact to more and more fans around the globe—and it’s incredibly energizing to help drive that strategic work forward. We also have a slate of new games and experiences planned, and even after all my years with the company, there’s still no better feeling than launching a new game, knowing it will bring joy to millions of people worldwide.
A personal motto, or favourite phrase or saying, that resonates with you?
I’d be remiss if I didn’t say our iconic EA SPORTS catchphrase: “It’s in the game.”
A philanthropic, charitable or community-oriented cause or organization you support?
STEAM (science, technology, engineering, art and math) education for youth.
What do you do to unwind, relax or de-stress?
Skiing or hiking with my family. Or, if I have a few spare moments outside of work and driving kids to their extracurriculars: Candy Crush.
Favourite place in the province?
Whistler.
Favourite restaurant(s)?
My favorite place is Rim Rock in Whistler.
What is your best habit?
Holding one-to-one meetings as “walk and talks.” Time outside and around EA’s beautiful campus is a great way to connect and reset.
