BBC iPlayer appoints Sony PS4 exec to head marketing

The BBC has hired Sony Computer Entertainment Europe’s Mark Bowles to head marketing for BBC iPlayer and BBC iPlayer Radio. 

Mark Bowles becomes head of marketing for BBC iPlayer.

His departure from the UK head of product marketing for PlayStation 4 role is just weeks ahead of the console’s launch in Europe. He is replacing Rhiannon White, who is now director of product advertising for Shazam.

Bowles joined Sony Computer Entertainment Europe in 2006, initially as European brand manager for the company’s biggest selling franchise, the driving game Gran Turismo. He then went on to become senior brand manager for PlayStation 3 before being promoted again in 2011 to become UK marketing manager.

In his last role at Sony, Bowles was responsible for the development and execution of the PlayStation communications strategy for the UK, including the creation of marketing for the hotly anticipated launch of the Playstation 4. He has been replaced by Rich Keen, who moves from his position of international publishing director at games portal IGN.  

The PlayStation 4 goes on sale in the UK on 29 November.

Sony is set to switch from the low-key marketing tactics used to generate early buzz around the launch of the PlayStation 4 in the UK to a more traditional multi-million pound advertising effort next year in a bid to reach a broader audience beyond core gamers. 

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