A former Warner Bros chief has become CEO of Liverpool augmented reality video game and toy firm Draw & Code.
Spencer Crossley, a founding member of Warner Bros Interactive Entertainment, is joining the UK studio of the firm that created the popular SwapBots game, to work alongside co-founders Andy Cooper and John Keefe.
According to Draw & Code, Mr Crossley was targeted to help the continued growth of the business and to leverage his "enviable track record" in commercialising video game and entertainment IPs.
After spending the 2010s delivering projects for global clients, Draw & Code is building upon its existing work-for-hire capabilities by developing and launching immersive entertainment products.
Mr Crossley said: “This opportunity to work with such an innovative team in the world of immersive technology, location based entertainment and connected play is thrilling.
“Immersive location-based entertainment is an area that is already valued at $4.5bn and is growing rapidly, while connected play is a trend in games and toys that is creating opportunities to disrupt the status quo - I look forward to helping Draw & Code unlock their potential in these fast-moving markets.”
Mr Crossley's experience is in interactive media, video games, high-tech toys and more.
A founding member of Warner Bros Interactive Entertainment UK, he was reportedly key to launching the Lego video game franchise for the firm, the UK’s third largest video game publisher.
This followed Mr Crossley’s previous appointments at Hasbro, Sony Computer Entertainment Europe and Mindscape International as he progressed from a marketing background to commercial sales and senior management roles.
Draw & Code were one of the earliest work-for-hire studios to commit to immersive technology.
Established nearly 10 years ago, the studio has worked with brands such as Mercedes, Philips, Nokia and Red Bull.
The firm also said it is soon to reveal a 'location-based entertainment product'.
Andy Cooper, co-founder of Draw & Code, added: “Spencer’s experience of bringing interactive entertainment products to market will be invaluable to Draw & Code as we push ourselves into new markets.
"This revised company structure will also allow the existing management team to focus on production, R&D into new technologies and to continue to grow our client base."
During 2020 SwapBots will be launching to retail after a successful Kickstarter campaign ahead of the reveal of a new LBE product.
