Internship Spotlight: Tanishka Bansal, 2K Games

Tanishka Bansal '24 BSBA (Management Information Systems) was a Product Marketing Intern at 2K Games in Novato, CA.

What was a typical day like?

During my internship, I followed a pretty consistent routine that helped me stay on track and engaged. The day usually kicked off with a much-needed cup of coffee to get the gears turning. By 9 am, I was in the groove, joining the team meetings where we set the tone for the day ahead.  Working closely with my manager was a key part of the experience. We dove into projects together, and a big chunk of my time was spent brainstorming and planning the soft launches for a couple of exciting new games. It was all about making sure we hit the ground running when these games hit the market. Lunchtime was a chance to refuel, and we were lucky to have catering sorted out. Afternoons were a mix of team meetings – keeping everyone on the same page – and then diving into the nitty-gritty tasks we discussed. To keep things fresh, I'd take a quick 10-minute walk, which really helped me stay focused. Later in the day, I had some room to tackle my own personal internship projects. It was a fantastic opportunity to grow and learn. Once work was done, I often headed out with friends, wrapping up the day on a social note. In a nutshell, my internship days were a blend of teamwork, creative planning, and personal development. The routine kept me on track, and the mix of structured tasks and personal projects made for a fulfilling experience.

If you worked on a big project, please describe it below:

During my internship, I undertook a substantial project that held both personal and team significance. The project's focus was on optimizing the performance of an existing creative, which had already demonstrated promising metrics. I drew insights from comprehensive research, encompassing the Betahat study, competitor analysis, and historical performance data of our new game's live creative. The objective was to develop a variant that could elevate and refine its overall impact. Throughout the project, I delved into understanding our core and growth audiences on a deep level, immersing myself in their preferences, motivations, and interests. This approach aimed not only to enhance existing creatives but also to genuinely resonate with our target audience, driving improved performance. Working closely with the User Acquisition team, I identified a high-performing creative that had untapped potential. I crafted three strategic adjustments that aligned meticulously with the goal of enhancing its performance. The results of this initiative were gratifying and impactful. The variant I created outperformed the original creative, enabling a significant budget increase—twice the initial amount. This was driven by the variant's heightened impact on our target audience. This approach demonstrated the variant's resonance, leading to an increased likelihood of conversions. Notably, the conversion rate experienced a remarkable 31% surge, while impressions per million increased by an impressive 21%. The number of installs doubled, reflecting the variant's enhanced appeal. Additionally, a substantial 21% reduction in cost per impression contributed to a more cost-effective and efficient strategy. In conclusion, this project exemplified my ability to translate research insights into actionable enhancements and highlighted the substantial impact of targeted adjustments on creative performance. The experience enriched my skill set, promoted collaboration, and yielded tangible improvements in critical performance metrics.

What advice do you have for other students looking for a similar experience, or advice for future students to be successful?

1. Persistence Pays Off: Don't give up, even if you face rejection. It took me 50 rejections to finally get a ""yes."" Keep refining your approach, learning from each experience, and eventually, the right opportunity will come your way.

2. Overcome Visa Challenges: If you're dealing with visa challenges like I did (being on CPT), remember that challenges are just stepping stones. Don't let your visa status hold you back; instead, leverage your unique situation to showcase your determination and value.

3. Seek Value and Recognition: Choose internships where your skills are valued. It's not just about getting any internship; it's about being in an environment that recognizes and appreciates your contributions. This leads to a more fulfilling and impactful experience.

4. Connect with Like-Minded Individuals: Make meaningful connections with people who share your values and aspirations. Building relationships with colleagues and mentors who align with your goals can lead to valuable guidance and support.

Remember, the journey might be tough, but each challenge you overcome and connection you make contributes to your growth and success. Stay persistent, confident, and true to your values throughout your internship pursuit.

How did Eller Prepare you for this experience?

Eller College truly paved the way for my successful internship experience by equipping me with a range of valuable skills and knowledge:

1. Effective Communication: The presentations I undertook in BCOM 314 significantly bolstered my communication and presentation skills. Thanks to the guidance of Mikel, I emerged with newfound confidence in articulating ideas clearly and persuasively.

2. Navigating Organizational Dynamics: The insights I gained from management courses provided a solid understanding of organizational behavior. This knowledge proved invaluable in navigating team dynamics, fostering collaboration, and grasping the intricacies of workplace interactions.

3. Strategic Marketing: The marketing classes at Eller gave me a comprehensive foundation in understanding consumer behavior, market trends, and strategic marketing approaches. This foundation directly contributed to my ability to craft creatives that resonated with our target audience.

The blend of theory and practical application that Eller College provided was indispensable in preparing me for the challenges and opportunities that my internship offered. The skills honed within the academic environment seamlessly translated into the demands of my professional experience, ensuring a successful and meaningful journey.

Did you feel supported by the company or organization you worked with?

The team I was part of created an incredibly welcoming environment. From the moment I joined, everyone made me feel like an integral part of the team, not just an intern. They valued my opinions and insights, treating me as a genuine contributor rather than a newcomer. I was pleasantly surprised by the extent to which they included me in important discussions and decision-making processes. This not only gave me a valuable perspective on the projects but also made me feel respected and valued for my input. Communication was a strong suit of the team. They ensured that I was always well-informed about our projects' progress, upcoming steps, and the broader direction of our efforts. This clarity helped me align my work with the team's goals effectively. I must highlight the support I received from my managers. They were with me every step of the way, providing guidance, mentorship, and unwavering support. Their involvement made a significant difference in my ability to navigate challenges and grow professionally. The organization's commitment to diversity, equity, and inclusion was evident in how they embraced diverse perspectives. They actively sought out different viewpoints and created an environment where everyone's voice was valued.