Yup.gg, the Singapore-based esports marketing platform startup, has made two key hires in former Bartle Bogle Hegarty (BBH) managers David Webster and Tim Lindley.

Webster, who was former BBH Singapore Managing Director, is joining yup.gg as Chief Commercial Officer, while former BBH Managing Partner Lindley, has been appointed Chief Experience Officer.

The firm says it is about to begin a significant expansion in the Asia Pacific region, and Webster and Lindley will be focusing on building partnerships with brands and agencies, and working with yup.gg’s engineering team to improve the platform’s product experience.

Discussing the appointments CEO and Co-founder of yup.gg, Rai Cockfield, explained:

“We are excited to add David and Tim to the yup.gg team and look forward to leveraging their experience providing unique marketing solutions to top brands in the world, to our core knowledge of gaming and esports community-building and content monetization.

“Core to yup.gg is our passion for the gaming community and we’re focused on adding top minds from tech and media to the team to make sure we develop the right tools to help brands maximise their investments and creators and rights-holders maximize their earning potential.”

While Chief Commercial Officer of yup.gg, David Webster, added:

“It’s not every day that you get the opportunity to join the best in the industry to help build a product that can create genuine value for the whole ecosystem. While the scale and opportunity in esports and gaming is there, with yup.gg’s marketplace approach we hope to bring a new level of transparency and trust to the industry that will give brands the confidence to enter or level up their investments in this space.”

And Chief Experience Officer at yup.gg, Tim Lindley, commeted:

“I have witnessed first-hand how effective gaming and esports marketing can be, I also remember how difficult it can be to navigate this complex and fragmented ecosystem for the first time. I hope to simplify the way marketers access audiences through gaming and esports, and bring some rigour to the way these activities are executed and measured.”

During his fourteen year stint with BBH Webster served as Managing Director and Chief Growth Officer, and led APAC accounts for major global brands including Nike, Riot Games, and Samsung. Before joining BBH, Lindley was with Red Bull’s APAC leadership team as Head of Owned Media and Communications.

Yup.gg has also partnered with 108 Media to create “Asia’s Got Game” – the world’s first TV and digital reality show competition to find Asia’s next top gamer. It is slated for launch in the second quarter of 2020.

AYO.NEWS says:

Both Webster and Lindley are clearly bringing a wealth of experience and expertise to yup.gg at a pivotal moment in its growth, so it will be interesting to see how things pan out. Webster’s experience with Riot Games should put him in good stead to tackle the esports field, and we’re sure Lindley’s connections with Red Bull will come in handy given the brand’s significant presence in the esports world.

AYO.NEWS says features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited.

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