• by Fern Siegel , October 18, 2023

Livewire has a new global CEO: Tom Simpson.

The global gaming marketing company also opened a new London office, where Simpson will be headquartered.

Leading the business from the U.K., the 20-year marketing vet will oversee expansion and team development in the U.S., U.K. and APAC. New markets announcement are expected soon.

Simpson will also handle brand and agency relationships reporting to the board, led by Chairman Matt Berriman, co-founder-managing partner of RealVC, one of Livewire’s largest shareholders.

Previously, Simpson was non-executive chair at Totally Awesome and senior vice president, APAC for AdColony, the largest global in-app marketing platform. He leads an expanded London team, with Jack Woodcock appointed as head of creative strategy and John Crozier joining as general manager.

Simpson said: "Now is the time for brands to get into gaming. We’re lucky enough to enjoy front row seats to a revolution — as the era of big social evolves into the play economy."

"Marketers and agencies are beginning to catch up with consumer behavior and media habits," said Berriman, noting gaming "is now the most engaged media audience of all media verticals with 37% of consumption time."

Livewire co-founders Brad Manuel and Indy Khabra will be transitioning to new senior executive roles within the business, reporting to Simpson. Manuel is responsible for Livewire's publisher partnerships and Khabra heads up the in-and around game media division.

The company reports its platform connects brands to 944 million gamers worldwide. Livewire Labs, its in-house strategic consultancy, has created integrated gaming campaigns for various clients, including Uber, Amazon Music and Altitude.