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Keywords shakes up senior management structure with new chief commercial and marketing roles

EA vet Efremov is Keywords Studios' new CCO while Coke and Activision Blizzard alum Andrew Brown coming on as CMO

Keywords shakes up senior management structure with new chief commercial and marketing roles

More new from Keywords Studios now and it isn't that the company has snapped up another company.

The games tech and services giant has announced a bevy of changes to its senior management team.

Headlining the switch up is Igor Efremov, formerly of EA and Sperasoft, which Keywords snapped up in December 2017.

He moves to the newly-created role of chief commercial officer, heading up the seven Service Lines that the company operates. Additionally, he will be looking after the business development team, with the chief of that department Michael Wallen reporting to him.

Every day I'm (re)shufflin'

These roles are a mixture of those held by COO Giacomo Duranti and CEO Andrew Day (pictured); the former was looking after the Service Lines business while the later was handling business development.

Duranti has taken on some new responsibilities on top of his role heading up global operations, IT, legal and looking after mergers and acquisitions - something that Keywords spends half its time doing.

He will now be leading the HR department, as well as managing Keywords' studios and business around the world.

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PCGamesInsider Contributing Editor

Alex Calvin is a freelance journalist who writes about the business of games. He started out at UK trade paper MCV in 2013 and left as deputy editor over three years later. In June 2017, he joined Steel Media as the editor for new site In October 2019 he left this full-time position at the company but still contributes to the site on a daily basis. He has also written for, VGC, Games London, The Observer/Guardian and Esquire UK.