Bihr, Mary (LucasArts Entertainment Company)

Topic: Evolving role of videogames and films

In 1988, Mary Bihr joined Lucasfilm Games, a start-up owned by filmmaker and visionary, George Lucas. At the time, PC gaming was a hobbyist marketplace. Computer characters were pixilated two dimensional creatures that innovated on the text-based games. Software sold in hobbyist outlets, larger retailers not yet seeing the significance of games and their impact on society.

The vision of Lucasfilm /LucasArts was to create a new form of entertainment that would surprise, amaze, and inspire. Mary brought to market early adventure games, the Secret of Monkey Island franchise, and the first two Star Wars franchises, X-wing and Rebel Assault. She oversaw the preparation of marketing materials for worldwide use and served on the IDSA committee that standardized PC packaging in the United States. She launched the first CD ROM and “talkie” games, the first Indiana Jones games, and the first games to debut on the IBM, Nintendo, Sega, Sony and Microsoft console platforms.

In 2000, she was appointed Vice President of Worldwide Sales and Marketing, charged with stewarding the company’s brands and games into the 21st century. Her marketing team won several awards, including an Effie for the most effective entertainment advertising.

By 2005, Mary had been involved in every major launch of the company, over 50 titles in total. She retired in 2005, having seen the company grow from million to nearly a half a billion in worldwide annual sales.

In 2008, she re-joined LucasArts to direct global sales of The Force Unleashed, LucasArts’ fastest selling Star Wars game of all time. As Vice President of Global Publishing, she now leads the publishing initiatives of the company overseeing newer franchises such as Lego Indiana Jones, Lego Star Wars and The Clone Wars.