SYBO Games taps Naz Amarchi Cuevas for Subway Surfers franchise launch

SYBO Games, the team behind the popular mobile game, Subway Surfers, is preparing to launch a new franchise, Subsurf at this year’s BLE.

In order to launch a new licensed consumer products business for Subway Surfers’ 1.6 billion fans, SYBO Games has tapped Naz Amarchi Cuevas of 212 Degrees Consulting.

Amarchi Cuevas has been readying for a brand reboot for the games studio with the company’s creators, expects to begin enlisting an arsenal of global lifestyle partners for Subsurf to BLE.

“SYBO, has been mindfully building this entertainment franchise since the company’s founders launched the award-winning Subway Surfers animated short film on YouTube eight years ago, and it’s about to get real,” said Mathias Gredal Norvig, SYBO Games’ CEO.

“We have carefully built a massive fan base for our universe since introducing the game in 2012, and now we’re ready to delight them with our edgy, and captivating entertainment, with a lifestyle product portfolio and Naz is the licensing linchpin to do just that.”

Amarchi-Cuevas, added: “The industry is constantly changing and having billions of eyeballs on a game is simply not enough.

“I absolutely love the way the new Subsurf franchise authentically embraces society’s focus on the globalised Worldhood megatrend, weaving together an array of the strong global influences, including authentic street art, edgy youth fashion, regional global styles, skate culture, music and dance in immersive ways.

“The edgy, expressive and nostalgic attributes are not only hot, they also should resonate with Subsurf’s massive and active worldwide user base.”

About Robert Hutchins

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

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