Apple Secures Another High-Profile Hire With Former UK Xbox Marketing Head
Apple snatched another key player from a competitor with the hiring of Robin Burrowes, Microsoft’s marketing manager for Xbox UK and the head of all Microsoft product marketing for the U.K.
Burrowes announced the change, albeit quietly, on his Linkedin profile. Burrowes who spent seven years heading the Xbox UK marketing division is now working for Apple to help grow Europe’s App Store marketing segment.
Hiring Burrowes makes a ton of sense. His extensive experience heading Microsofts marketing Xbox and Xbox Live efforts in Europe, the Middle East, and Africa will transfer well to Apple’s App Store goals in the region. Burrowes is Apple’s third high-profile gaming hire following Nintendo’s public relation’s chief Robert Saunders, as well as Nick Grange who ran PR
for Xbox, Activision and Electronic Arts throughout his career.
Apple’s recent hires seem to hint at the company’s commitment to gaming on the iOS platform. Revenues for mobile gaming have shifted from Nintendo’s 70% market share in 2009, to Android and iOS owning the majority of mobile revenues with 58% in 2011 compared to Nintendo’s 36% and Sony’s 6%.
Hopefully mobile iOS games pick up in complexity as more major studies invest in the platform. I enjoy Angry Birds as much as anyone, but more titles like GTA3 need to make their way to iOS and Android if the Apple and others intend on pulling in traditional gamers.