Based on the example of Koch Media, a video games publisher, the transition of a product-focused company into a service and experience business is analysed. The company had to develop an integrated customer-centric service offering around an attractive entertainment experience. This required a transformation with fundamental implications for the company's culture, structure, resources, capabilities and marketing strategy. This book analyses these implications and identifies necessary changes and implementation options. Building on both academic and hands-on experience it provides insight and recommendations regarding scope and challenges of such a transition. Based on interviews with industry experts, comprehensive secondary research and direct observation the traditional video games and new online (MMO) market are compared to identify differences, critical success factors and necessary changes to the company's internal environment. The literature review explores the relevant academic background including service and experience concepts and change management theory. Finally recommendations are made for the actual implementation.