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Subway Surfers dev SYBO picks up EA and Rovio vet to head up strategy and operations

Naz Amarchi-Cuevas is promoted to chief commercial officer, while a slew of licencing partners for SubSurf has been revealed
Subway Surfers dev SYBO picks up EA and Rovio vet to head up strategy and operations
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Subway Surfers developer SYBO Games has appointed EA and Rovio veteran David Byrne (Pictured, main left) as the chief operating officer.

As part of the role, Byrne is charged with heading up strategy and operations for the Danish studio and strengthening the Subway Surfers games roadmap.

He will also be responsible for setting up the right teams for additional games, genres and intellectual properties.

Byrne has been in the industry for over 25 years and has held the role of COO at NaturalMotion, Rovio, Playfish and Electronic Arts UK.

SYBO also promoted head of licensing and brand marketing Naz Amarchi-Cuevas (pictured, main right) to the chief commercial officer.

In her new role, Amarchi-Cuevas' responsibilities now include franchise strategy and IP development, brand marketing, consumer products licensing and overall commercial strategy.


SYBO Games also recently revealed a slew of licensing agents to push Subway Surfers' global licensing and merchandise programme SubSurf.

Retail Monster will be responsible for the United States while its UK counterpart will head things up in the UK and Ireland.

Copenhagen-based licensing partner NLC will head things up for the Nordic regions while other agents will be responsible for other parts of the world.

"Since joining SYBO, we have carefully planned the strategy and have now assembled the right partners to deliver the Subway Surfers' authentic street-smart, edgy youth culture, skate, music and dance influence - pillars to which our consumers desire," said Amarchi-Cuevas.

"Each of our new partners understands this and offers a terrific perspective to further bolster the brand in their respective territory, with a unique proposition."