Beyond The Game: The Evolution of Gaming

Gary Knight‘s career trajectory from EA Sports brand manager to CMO leading SEGA‘s EMEA marketing operation offers a blueprint for building culturally resonant products at scale. 

At EA Sports, his work on FIFA during its formative years helped transform a regional title into Europe’s best-selling game, with 5x revenue growth driven by a localisation strategy that treated football as both sport and culture. 

At SEGA, Gary managed a $75M annual budget, executing multi-market campaigns across different regions and gaming franchises, navigating the complexity of global brand management while maintaining local relevance.

His experience managing substantial budgets and diverse teams across global cultures shaped his understanding of how to balance a unified vision with market-specific execution. 

Now leading WOLF‘s expansion in social gaming mainly across the Middle East region, Gary shares the principles and leadership lessons he learned whilst driving the evolution of modern social gaming as we know it.