Dubai-based esports organisation Galaxy Racer Esports (GXR) has recruited former Disney and Oriental Dreamworks products expert, Guenther Hake.
Hake will work in an advisory role, assisting GXR with its brand partnerships, consumer products, apparel and merchandising endeavours.
Hake’s resume covers over 30 years of experience working in brands and advertising, including 15 years in the entertainment industry. His past work has been particularly focused on the Asian and Chinese markets, having served as the first CEO of Oriental DreamWorks.
Hake also oversaw the growth of Disney’s consumer products business in China as the Senior Vice President and General Manager of Disney Consumer Products in Greater China.
Aiming to build a comprehensive consumer product strategy for Galaxy Racer Esports, Hake commented that he is “very pleased to be joining the team at Galaxy Racer Esports. With the various divisions that they have, they are creating a true 360-degree esports, content and lifestyle brand. Something that I am all too familiar with. I look forward to helping them scale their offerings and brand partnerships.”
Paul Roy, CEO of Galaxy Racer Esports is similarly excited about what the appointment means for the future, “his decades of experience with the world’s biggest brands and IPs will be an invaluable addition to us as we continue our fast-paced growth of evolving into a global esports and lifestyle brand.”
Esports Insider says: Bringing in someone with Hake’s experience and knowledge in consumer products is a positive step, especially if the organisation has big goals as a lifestyle brand alongside competitive success. Expertise with IPs with such colossal reach as Disney and Oriental Dreamworks bodes well, but it will be interesting to see how that translates to a smaller but growing organisation.