Customer Savvy

One reason for the oversight? Casual gamers don't self-identify as gamers. Understanding how "non-core gamers" play has changed the industry and extended its reach.

"The kinds of products you create and how you reach out and promote them to the non-core gamer is a whole different exercise in consumer understanding," Vrabeck says.

Vrabeck began her MBA as a part-time student at Kelley's IUPUI campus while she was working at Eli Lilly, and she spent her last semester as a full-time student at Kelley Bloomington, taking full advantage of the Graduate Career Services Office.

That semester made a lasting impression: Vrabeck still recalls comments her professors made about how to work with people and structure teams, and she continues to draw upon the problem-solving approach she learned at Kelley.

"I learned a lot about how marketing responds to pricing decisions and positioning at Kelley," Vrabeck says. "Business evolves so much, there's not one set of answers. Kelley teaches people how to approach business problems."

In Brief

Moderation is key: "My son gets to play 30 minutes of games a day. He has to choose wisely what those 30 minutes are."

In her inbox: E-mails from DailyCandy and GameDaily.

Must reads: People and Business Week.

The Kelley advantage: "I have hired folks who come from the Kelley school. When I see Kelley on a resume, I immediately picture someone who will work well with teams and who has a well-rounded business background."