Luckbox adds ex-Red Bull esports head as director of marketing

Luckbox has appointed former Red Bull marketing lead Daniel Sanders as the firm’s new director of marketing. Sanders joins the esports-first firm from Tencent Games, where he served as senior global marketing lead from January 2022 until July 2022. Prior to joining Tencent Games, Sanders spent more than five years with Red Bull as the firm’s head of esports and gaming marketing from November 2016. The former professional esports and rugby player has also held managerial and advisory roles throughout the video games industry. In his role as director of marketing, Sanders will be responsible for leading the operator’s marketing strategy moving forwards, with a specific focus on accelerating player acquisition throughout H2 2022. Speaking on Sanders’ appointment, Luckbox CEO Thomas Rosander said: “This is a crucial position that completes the building of our core leadership team. “This role requires a rare skill set that we have been working diligently to recruit for several months and we are very pleased to attract an individual of Daniel’s calibre to help accelerate our player growth strategy,” he added. Earlier this year, Rosander outlined his plans for global expansion for the esports-first operator with a focus on Canada and the US.