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SYBO Games powers into 2019 with promotions and partnerships

A flurry of promotions and new appointments has helped SYBO Games kick off the year in style.

The firm – the name behind the hit mobile game Subway Surfers, the second most downloaded game of 2018 – has named David Byrne its new COO.

Following this, Naz Amarchi-Cuevas has been promoted to chief commercial officer and more than ten licensing agents from around the globe have now signed to represent Subsurf, the brand’s consumer and lifestyle arm.

The start of year action has been topped off with the reveal of a surprise 11th episode in the Subway Surfers: The Animated Series on YouTube on Friday, January 11th.

As SYBO Games’ chief operating officer, Byrne is charged with heading up strategy and operations for the studio, while strengthening  its arm in gaming , as well as setting up the right teams for additional games, genres and intellectual properties. 

Byrne’s gaming background over almost twenty-five years in the industry includes COO posts at NaturalMotion, Rovio, Playfish and Electronic Arts UK.

Meanwhile, in her new role as chief commercial officer, Amarchi-Cuevas’ responsibilities will now include franchise strategy and IP development, brand marketing, consumer products licensing and overall commercial strategy.

“David’s wealth of experience and vast connections in the games industry combined with his incredible leadership qualities will be vital as we power into the year,” said Mathias Gredal Norvig, SYBO Games’ chief executive officer. 

“With David on board, we are in a prime position to move full speed ahead and seize ambitious opportunities.

“In the last 18 months, Naz has been instrumental in creating a commercial foundation for the brand, implementing a spot-on business strategy that expands the Subway Surfers universe, while developing and empowering the teams. 

“David and Naz complete our executive team and we now have a strategic, commercial and operational powerhouse ready to win big in 2019 and beyond.”

The multiple licensing agents to have signed with the Subsurf brand include Retail Monster for United States, Bentonville in Orlando and New york, Retail Monster UK for the UK and BN Licensing for Belgium, the Netherlands and Luxembourg.

Premium Licensing has signed for Italy, Mega Licensing for Russia, Armenia, Azerbaijan, Belarus, Georgia, Kazakhstan, Kyrgyzstan, Moldova, Tajikistan, Turkmenistan, Ukraine and Uzbekistan and Dream Theatre for India, Pakistan, Nepal, Bangladesh, Sri Lanka, Bhutan and Maldives.

“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.”

Furthermore, on Friday, January 11th, SYBO released a surprise 11th episode, nearly double the length of the usual running time.

The episode will also launch on SYBOTV, the video streaming, content creation and distribution platform.

The announcement comes after another banner year for the property. Boasting over 2.1 billion downloads in its six-year history, SYBO Games’ world-trotting Subway Surfers was the second most downloaded mobile game of 2018, behind newcomer, hyper-casual game Helix Jump. 

It was the first game to cross one billion downloads and the most downloaded game ever in Google Play’s 10-year history, and the most downloaded endless runner game in the App Store’s history.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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