robin burrowesMCV reports (via The Next Web) that Apple has nabbed yet another gaming PR executive, this time hiring Microsoft's European chief of Xbox Live marketing Robin Burrowes to oversee App Store marketing in Europe.

Burrowes worked at Xbox for seven years, and was in charge of Xbox Live. He was one of the execs promoting the latest Xbox dashboard update, even attending London Games Conference and Gamescom last year.

Prior to Xbox, he has worked for MSN and HMV. He joins Apple this year in charge of marketing the App Store for iTunes Europe.

Apple has been drawing PR and marketing talent from the gaming industry for some time now as it seeks to bolster iOS's positioning as a competitive gaming platform. Last year, the company poached longtime Nintendo executive Rob Saunders as well as Nick Grange, who came from Activision after stints at Microsoft and EA.

Top Rated Comments

-LikesMac- Avatar
124 months ago
For the most part, I think the best thing Apple can do to help their game market is to stay out of it.

When Apple releases a game, it squashes out similar games that may have been of higher quality from other, lesser known developers. Same deal with Game Center - they discouraged people from making better game networks by making a default one that's okay (but could be improved on.)

Although some things they do can help... IE, GLKit in the iOS 5 SDK simplifies getting 3D graphics to work in a game.

There is one thing that stands out in terms of needing improvement, and that is game controls. Apple needs to release an OFFICIAL game controller for the iPod touch/iPhone, with the the DPAD, ABXY, four trigger buttons and two joysticks. That would be GREAT for games like Call of Duty and racing games by conventional control.
Score: 1 Votes (Like | Disagree)
filmantopia Avatar
124 months ago
They're already dominating the handheld market in terms of gaming software revenue. I'm talking about the future- I do mean the console market, as gaming developers flock to the new Apple TV, etc. I put it in quotes because Apple won't have a conventional console, yet they'll still be eating away at Sony and Nintendo just like they're doing with handhelds today.
Score: 1 Votes (Like | Disagree)
filmantopia Avatar
124 months ago
I doubt their focus will change much. Apple's interest in gaming has always seemed by consequence rather than by design. It's starting to look like they may by consequence dominate the "console" market within the next few years... without a console?
Score: 1 Votes (Like | Disagree)
Doctor Q Avatar
124 months ago
A focus on iOS game apps may have led Apple to hire executives from game companies. And hiring these execs will reinforce the focus on gaming apps. I hope they remember to encourage, support, and promote productivity and other non-game apps too.
Score: 1 Votes (Like | Disagree)

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