Tom Bass, 2K's former marketing director, has joined mobile firm Tilting Point – a company that offers its support and resources to independent developers.
Tilting Point is one of several companies that have moved in to fill an area that until not too long ago was left vacant by traditional publishing and in recent months the company has managed to score top talent like Popcap's Giordano Contestabile.
"There's a lack of real and cutting-edge marketing on mobile right now, and we think that's a huge mistake," Bass said.
"This is coupled with a short-sighted and often exclusive focus on tactical marketing activities with insufficient investment in creating lasting brands. Tilting Point will complement best-in-class user acquisition with large scale consumer marketing campaigns, offering developers a significant and long-term competitive advantage."
During his nine-year stay at 2K Bass went from a job as director of marketing to senior director of social media and consumer relations. Before that he worked for both Codemasters and Acclaim Entertainment.
Bass will serve Tilting Point as the company's vice president of marketing.
"Our current and prospective developer partners know that skilful planning and execution on marketing is pivotal to the success of their games," said Tom Frisina of Tilting Point.
"They need an insightful and analytical leader they can trust to deliver innovative and high-impact marketing worthy of their creations. Tom Bass fills that role perfectly, enabling our partners to focus on what they do best - making awesome games.”