Apple has hired a former marketing executive from Microsoft to help promote the App Store and iTunes in Europe, MCV reports. Robin Burrowes, former head of Xbox LIVE marketing in the EMEA region for Microsoft, joined Apple in January according to his LinkedIn profile. His formal duties at Apple remain unclear — Burrowes’s profile only states that his role involves “App Store Marketing” — but the executive’s background suggests gaming will be a strong focus. Apple has hired a number of executives with experience in the gaming market recently, including Nintendo’s former head of public relations Robert Saunders and former Activision, EA and Xbox PR head Nick Grange. The video game industry finds itself among a number of businesses that have been disrupted by Apple’s iOS lineup, and the company’s recent hires suggest that Apple intends to continue pushing the gaming capabilities of its mobile device lineup.

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Zach Epstein has worked in and around ICT for more than a decade, first in marketing and business development with two private telcos, then as a writer and editor covering business news, consumer electronics and telecommunications. Zach’s work has been quoted by countless top news publications. He was also recently named one of the world's top-10 “power mobile influencers” by Forbes, as well as one of Inc. Magazine's top-30 Internet of Things experts.