It can be difficult keeping track of the various comings and goings in the games industry, which is why we compile them in semi-regular round-ups.
If you have new appointments or transitions in your company that belong here, please send the names of the appointees, new role and company, and prior role and company to newhires@gamesindustry.biz.
Fredrik Loving | Senior vice president and global head of Lego Game
The Lego Group has appointed Fredrik Loving as senior vice president and global head of Lego Game.
Loving has over two decades of experience in the games industry, starting in 2007 at Dice as producer and development director on the Battlefield franchise. He later became head of studio and general manager in 2013, leaving the position in 2017.
After his departure from Dice, Loving co-founded and headed up Goodbye Kansas in Los Angeles. In 2019, he became executive vice president of digital and interactive at Psyop. He then became president of digital games at Spin Master in 2020, a position he held for five years.
“[I’m] thankful for five amazing years at Spin Master and for all the inspiring and talented people I had the privilege to get to know and work with,” Loving said.
“[I’m] excited for my next chapter joining the Lego Group as senior vice president and global head of Lego Game, a brand that I have admired for many years and loved since childhood.”
Thomas Wakelin | Social media and content manager, King
King has appointed Thomas Wakelin as its social media and content manager.
Prior to joining King, Wakelin was global digital marketing manager at The Lego Group between June 2023 and June 2025.
Wakelin entered the games industry in 2014 during an internship at Microsoft as a partner marketing executive.
He then worked as a social media manager on a summer contract in 2015, and returned a year later in the same position for two years before becoming social marketing manager in June 2019.
“I’m really excited to start my new position at King as their social media and content manager,” said Wakelin. “Watch this space – we are going to have some incredible partnerships, campaigns, and moments to celebrate with players across the world.”
Jonathan Zweig | Chief revenue officer, Keywords Studios
Jonathan Zweig has joined Keywords Studios as chief revenue officer.
Zweig will “work closely with Keywords’ studios and teams to align solutions with partner goals and enhance delivery through technology-enabled capabilities”.
He recently served as chief commercial officer at Riot Games, and has previously held senior leadership roles at Activision Blizzard and The Walt Disney Company.
“Keywords Studios has built an impressive global presence with exceptional talent,” said Zweig. “This is a time of change across the industry, but also one full of possibility. I’m looking forward to working closely with our partners to support their goals, unlock new opportunities, and connect with fans in meaningful ways.”
Lucy Smith | Senior level designer, Sumo Digital
Sumo Digital has promoted Lucy Smith to senior level designer.
Smith joined Sumo Digital in October 2019, starting as an assistant games designer before becoming junior level designer in 2020, then level designer in November 2021 prior to her newest role.
She started her career at Hammerhead as a playtester for 11 months, starting in November 2018.
