Bing Gordon has been in gaming for more than 40 years, starting in 1982 with the dawn of Electronic Arts.

He has been the designated consigliere for industry leaders from Jeff Bezos while he was running Amazon (where Gordon was a board member) to Mark Pincus, CEO of Zynga, ahead of when the company went public. Gordon invested in many game and tech companies while a partner at the Kleiner Perkins venture capital firm.

While he’s a numbers guy who loves quantified results and analytics, he’s also had a big creative hand in making some of the world’s most popular games. For instance, as the marketing guy at EA, he advised the Need for Speed time to double down on police chases, leading to titles like Hot Pursuit.

Across is career, Gordon has used his experience in games to expand to other product areas where a consumers desires and motivations are taken into account. Dubbed gamification, this led to ideas like Amazon’s rewards for frequent shoppers. Now he and his daughter, Chloe Gordon, have captured Gordon’s lessons and occasional memoirs in a new book, Everybody Wins, which Portfolio is publishing on October 27.

Chloe Gordon — a writer, social media manager, and creative strategist and producer — brought the discipline and writer’s sensibility to pull the stories out of Gordon and get them down on paper. They are co-authors of Everybody Wins.

The heart of the story comes from video games, which have become the biggest entertainment industry in the world for a reason.

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