Adam Steel joins IMG to build entertainment & gaming business

Published on: 12th December 2022

Adam joins as senior licensing director Entertainment & Gaming with a remit to maximise opportunities across all categories and expand the IMG business.

Licensing agency IMG has announced the appointment of Adam Steel to the role of senior licensing director. In his new role, Adam will help drive IMG’s entertainment and gaming licensing business, which includes an impressive portfolio of clients such as Rovio, Lionsgate, Epic Games, Booba and Skydance among others.

Adam will work with licensees to maximise opportunities across all categories and deliver maximum value to clients. He will also aim to bring new licensors into the IMG family and expand and develop the company’s industry-leading entertainment and gaming licensing business.

With a background encompassing all aspects of the consumer products licensing lifecycle, from definition of strategy through to successful delivery of sustainable growth, Adam is a versatile and accomplished commercial director, offering a unique blend of experience honed across a wide array of categories, retailers and territories. Throughout his long and distinguished career, he has held senior positions at companies including Universal Pictures and Moonbug Entertainment.

“After many years of managing agents from the licensor side, I’m delighted to have the opportunity to work with the amazing team at IMG to further build their entertainment & gaming licensing business across the world,” Adam commented. “IMG has a unique global position within the licensing industry, and I’m looking forward to leveraging all the touch points to work with our partners and grow the business.”



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