Edd Newby-Robson

Head of Marketing Avalanche Studios

Edd Newby-Robson is a senior brand and marketing leader with over 17 years shaping global strategies for leading video game franchises. At Electronic Arts, he spearheaded a complete overhaul of the Need for Speed brand, led global campaigns for multiple launches, and helped deliver NFS Heat with a 24-point NPS uplift at release. He also established and launched EA Originals, guiding its first four game releases and building the sub-brand’s identity as a home for diverse indie talent. Most recently, Edd headed up marketing at Avalanche Studios Group, overseeing live service growth for theHunter: Call of the Wild and managing a 20+ strong team of talented marketers. Earlier in his career, he led marketing for Codemasters’ acclaimed DiRT and GRID franchises which built on their commercial and critical success. Today, through his consultancy The Spark Forge, Edd helps developers craft powerful brand and marketing strategies to build the strategic foundation for successful game launches.