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Apple snatches Microsoft marketing exec as assault on gaming industry continues

Updated Dec 19th, 2018 7:45PM EST

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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.


Zach Epstein
Zach Epstein Executive Editor

Zach Epstein has been the Executive Editor at BGR for more than 10 years. He manages BGR’s editorial team and ensures that best practices are adhered to. He also oversees the Ecommerce team and directs the daily flow of all content. Zach first joined BGR in 2007 as a Staff Writer covering business, technology, and entertainment.

His work has been quoted by countless top news organizations, and he was recently named one of the world's top 10 “power mobile influencers” by Forbes. Prior to BGR, Zach worked as an executive in marketing and business development with two private telcos.