Philips appoints amBX CEO

Neil MacDonald steps in lead technology firm's 'ambient experiences' division
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A new executive has stepped in to lead Philips' amBX business with the appointment of Neil MacDonald as CEO.

MacDonald was formerly CEO of transaction content firm Yoomedia and previously worked for Dixons Stores Group, where he oversaw the acquisition of the PC World stores.

At Philips he will lead the amBX team, responsible for the firm's range of 'ambient experience' hardware and technology, which has already been licensed to a number of developers including Ubisoft, Codemasters, Introversion, Gearbox Software, Gas Powered Games, Kuju and Sumo Digital.

“I’m ready to bring all my retail, hardware and online experience to drive the business upwards and onwards at this important and exciting time in the amBX lifecycle,” commented Neil MacDonald.

“There are some extremely high profile development, publishing, hardware and retail companies enthusiastically supporting amBX and we intend to continue to expand on those partnerships and push the boundaries of what amBX can achieve across both the trade and consumer sectors.”

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amBX: Not so ambient now

Touted as a revolutionary way to extend the gaming experience, amBX has undergone a radical makeover. The technology has been spun out from Philips Research in the form of a new standalone company, amBX Ltd, paving the way for all hardware manufacturers to start adding its functionality.