Lacy Rohre

Meet Lacy Rohre, Senior Manager of Content and Communications for EA Help

In Their Own Words:

At Electronic Arts, everything we do is meant to Inspire the World to Play. Approximately 8,800 employees bring the spirit of play to EA every day, living our Purpose & Beliefs – Creativity, Pioneering, Passion, Determination, Learning and Teamwork – to deliver powerful and immersive experiences to millions of players around the word. To celebrate employees who embody these values in their work, EA recently launched our first annual Purpose & Beliefs Awards.

Meet Lacy Rohre, Senior Manager of Content and Communications for EA Help, who was recognized with the Learning Award for her work making EA Help content simpler and more engaging, helping players get back into their favorite games faster. 

Lacy at work at EA.

What is your role at EA?

I manage the team who writes all the support content for our players on help.ea.com. I also manage the internal communications team who writes content for employees in EA’s customer experience organization, also known as EA Help. I care a whole lot about the words we use when we’re talking to players and each other internally. At the end of the day, we are humans talking to humans and players talking to players. That’s why we do whatever we can to write content that is personal and easy to understand.

“I care a whole lot about the words we use when we’re talking to players and each other internally. At the end of the day, we are humans talking to humans and players talking to players. That’s why we do whatever we can to write content that is personal and easy to understand.”

What do you enjoy most about your job?

My favorite part of my job is thinking about how we can communicate better with employees and how we can create a great experience for players every time they read our content. We are passionate about writing content and this means we think about the meaning behind every word. I enjoy helping my team write and communicate more clearly, while bringing unique personality to every piece of writing that hits the Web. 

Game day! Lacy and her family cheer on the Southwestern University football team.

What is your favorite game of all time?

I enjoy competing with my kids and we really like FIFA 17. I’m also looking forward to Madden NFL 18. I grew up in south Texas where Friday night football was king, and I can’t wait to try the new story mode called Longshot, which will bring back great memories from growing up. And fun fact, my first summer job was in Mathis, TX, the hometown where the star of Longshot, Devin Wade, grows up.

How do you embrace Learning at EA?

Learning is all about listening, having humility and being open to new ways of thinking. I’m always looking for inspiration from others who can write better than me because I don’t want to fall in the rut of doing things the same way as last year or even a month ago. I’m an editor at heart, so I firmly believe there is always a better way – I will even look through my writing from six months ago to see what I would do differently today. 

Enjoying the outdoors during a recent visit to EA Vancouver.

In your mind, what does it mean to Inspire the World to Play?

To me, EA’s purpose is a reminder of the importance of play and my team’s role in making play accessible to everyone. As a player, it’s never fun to call customer support because you can’t find something or something isn’t working right, so we need to make that interaction surprisingly pleasant (and hopefully fun too). If players can find something online to fix their issue or answer their question, fast, and in language that is easy to understand, then they can get back to playing. That’s my goal.

How does Learning advance EA’s purpose to Inspire the World to Play?

At EA, we’re constantly looking at how technology is changing how players experience our games. Every time a player calls us with a technical question or to troubleshoot gameplay, we learn something about how we can improve their experience based on how the player is trying to interact with us. This pushes us to think differently about content development as we track what players are asking and publish content online to serve as a resource for others. 

Lacy is all smiles receiving the Learning Award at EA’s Town Hall.

What was your experience being recognized as a recipient of the Learning Award?

I’m so thankful and grateful to be recognized. This award validated what we’re doing to shape the voice and personality of EA. By thinking differently about support content and how we communicate with each other and our players, we are creating better experiences for our audiences.

As part of the recognition, I had the opportunity to attend a private luncheon with Andrew Wilson, CEO, and Mala Singh, Chief People Officer, and donate $10,000 to the nonprofit of my choice. I chose the QuadW Foundation, which supports sarcoma research and transformative mission experiences, founded in honor of my friend, Willie.

I also named a street in the upcoming Need for Speed: Payback, so keep an eye out for “Good Cop Canyon” as you speed by. The name comes from our style and tone of voice, “Good COP Style,” which makes sure all the content we write is clear, open and personal. In developing and adopting this style guide, my team embraced Learning every step of the way, so it was only fitting.  


 

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