Fergal Gara is the new VP and managing director of Sony Computer Entertainment UK and Ireland, MCV can reveal.
The former Asda entertainment boss has also worked for EMI and BBC. Whilst at Asda, Gara managed the music, video and games categories. It was under his guidance that the grocer dramatically grew its presence in the games market, leading to the firm's win at the MCV Awards 2010 for best supermarket.
He replaces Ray Maguire, who left the platform holder in April and starts his new role in October.
"After almost eight fantastic years at Asda, I am very excited about the opportunity to join the SCEE business,” said Gara.
“Sony Computer Entertainment is a true pioneer in video gaming and it is a privilege for me to lead the PlayStation brand into its next chapter of development in the UK and Ireland. I look forward to developing strong and productive relationships with both our retail and publishing partners throughout the industry."
Meanwhile, Sony has also announced that Philippe Cardon is the new MD and VP for the PlayStation business in France and Switzerland. Philippe is a veteran of the entertainment market having worked in the market for 20 years, most recently at Warner Bros Home Video.
“Philippe and Fergal bring with them a wealth of broad-based experience across some of the leading names in the entertainment industry, and with it, knowledge and time spent in our own category,” said SCEE's new president and CEO Jim Ryan.
“They will be key additions to our business and I look forward to working closely with both of them in driving SCEE's business in the future.”
Cardon added: “I am really excited to be joining a company with such a wide range of dynamic business models – hardware, software and the growing digital space. Building on the present market strength of SCE France, I look forward to helping the team confront the challenges that our fast changing industry is facing.”