How I Built This with Guy Raz – The Tetris Company: Henk Rogers

Intro

In this episode of “How I Built This with Guy Raz,” host Guy Raz interviews Henk Rogers, the founder of The Tetris Company. Rogers shares his journey of bringing the iconic video game Tetris to the US market and his role in securing the rights to the game. The story of Tetris is one of perseverance, risk-taking, and strategic decision-making.

Main Takeaways

Overcoming Obstacles in Bringing Tetris to the US Market

• Hank Rogers faced numerous obstacles in bringing Tetris to the US market, including Soviet bureaucrats, Atari, and Nintendo executives.
• Rogers believed in the game’s potential despite slow sales at first and convinced distributors to hold onto their inventory.
• The story of Tetris is one of patience, strategy, risk-taking, and perseverance.

The Journey of Henk Rogers and Alexey Pajitnov

• Hank Rogers was born in the Netherlands, moved to the US, and eventually settled in Hawaii where he studied computer science and played Dungeons and Dragons.
• Rogers’ passion for gaming and belief in Tetris led him to become one of the most successful video game entrepreneurs of all time.
• Alexey Pajitnov’s passion for gaming and belief in Tetris led him to become one of the most successful video game entrepreneurs of all time.
• Alexey Pajitnov moved to Japan to follow his Japanese wife and worked with his father in the gem trade for six years.
• Alexey Pajitnov started a software company that created role-playing games for PCs in the early 80s.

Securing Deals and Expanding Tetris’ Reach

• Hank Rogers secured a deal with Nintendo to create a Go game for their machine for $300,000 without needing a license.
• Hank sold 150,000 copies of the game and established a relationship with Nintendo.
• Hank discovered Tetris at the Consumer Electronics Show in Las Vegas in 1988 and got hooked on it.
• Hank took Tetris back to Japan, and everyone in the company got hooked on it too.
• Tetris initially struggled to sell due to its unique gameplay that could not be understood from the box alone.

Securing the Rights to Tetris

• In 1989, a deal was being negotiated to bring Tetris to every Game Boy console.
• Hank Rogers traveled to Moscow to negotiate the deal with the Soviet organization overseeing software and hardware exports, called “Elorg.”
• Hank had to overcome language barriers and navigate Soviet bureaucracy to secure the deal.
• Hank signed the deal and celebrated with vodka, securing the console rights for Nintendo in Japan and worldwide rights to Tetris on Game Boy.

Expanding the Tetris Brand and Future Goals

• Hank and Alexey are still involved in licensing Tetris to brands for merchandising, and Hank’s daughter Maya now runs the company.
• Maya’s goal is to make more money than her father, and Hank and Alexey remain best friends forever.
• Hank and Alexey’s mission in life is to end the use of carbon-based fuel and work towards a sustainable future.

Summary

Bringing Tetris to the US Market: Overcoming Obstacles

Hank Rogers faced numerous obstacles in bringing Tetris to the US market, including bureaucratic challenges and competition from other companies. Despite slow initial sales, Rogers believed in the game’s potential and convinced distributors to hold onto their inventory. His patience, strategy, risk-taking, and perseverance paid off in establishing Tetris as a global phenomenon.

The Journey of Henk Rogers and Alexey Pajitnov

Henk Rogers, born in the Netherlands and settled in Hawaii, and Alexey Pajitnov, who moved to Japan, both shared a passion for gaming and a belief in the potential of Tetris. Their entrepreneurial spirit led them to become key players in the video game industry, with Rogers establishing himself as one of the most successful video game entrepreneurs of all time.

Securing Deals and Expanding Tetris’ Reach

Hank Rogers secured a deal with Nintendo to create a Go game for their machine, paving the way for a successful partnership. His discovery of Tetris at a trade show and its subsequent popularity in Japan contributed to its global success. Despite initial struggles with understanding the unique gameplay, word-of-mouth promotion and the game’s appeal to people at all levels of the company led to its viral sensation.

Securing the Rights to Tetris

Hank Rogers’s journey to secure the rights to Tetris involved navigating Soviet bureaucracy and negotiating with the organization overseeing software and hardware exports. His determination and strategic approach resulted in securing the console rights for Nintendo in Japan and worldwide rights to Tetris on Game Boy, solidifying its position as a household name.

Expanding the Tetris Brand and Future Goals

Hank Rogers and Alexey Pajitnov remain involved in licensing Tetris to brands for merchandising, with Hank’s daughter Maya now leading the company. Maya’s goal is to surpass her father’s success, while Hank and Alexey continue to be best friends. Their shared mission is to end the use of carbon-based fuel and work towards a sustainable future.

Conclusion

The story of Henk Rogers and Tetris is one of determination, strategic decision-making, and a belief in the power of a simple yet addictive game. Through overcoming obstacles, securing deals, and expanding the brand, Tetris has become a global phenomenon. Rogers and Pajitnov’s ongoing involvement in licensing and their shared mission for a sustainable future showcase their commitment to the game’s legacy.