Bidstack, the in-game advertising platform, is excited to announce a new appointment to its influential Advisory Board – Andrew House, former President, CEO and Chairman of Sony Interactive Entertainment (SIE).

House started his career with Sony in its Tokyo PR team in 1990. He served as CMO between 2005-2009, and then went on to serve as the co-CEO, then CEO of Sony Computer Entertainment Europe, before becoming Group CEO between 2013-2017.

House is credited with helping Sony’s PlayStation reach a mainstream audience, and was responsible for driving the record-breaking launch of the PS4 in 2013. With 106 million units sold worldwide, PS4 outsold many home game consoles including Microsoft Xbox 360, Nintendo Wii and Switch.

In addition, House concentrated Sony’s network services strategy around PlayStation Network which, by March 2019, had more than 94 million monthly active users, and its premium subscription service PlayStation Plus which, at the same time, had over 36 million subscribers.

He also spearheaded Sony’s entry into the virtual-reality market with the development and launch of PlayStation VR which, by the time House left Sony, had sold over one million headsets in just over a year, making it the most successful high-end VR headset.

On joining the Bidstack board, House said, “The gaming industry has always been about evolution and progression and striving for solutions that make games more fun, more relatable and more entertaining for the community. Against a background of disruption to monetisation strategies within games, I believe that Bidstack's approach of contextually relevant ads can generate revenue without disrupting the user experience. It's a business that can make a significant impact in the space."

James Draper, Bidstack CEO said, “It’s a bit of a pinch yourself moment for me – and a huge coup for the company. When we were negotiating our first publisher deal to pivot the company into the video game sector, Andrew was the President and CEO (before becoming Chairman) of Sony Interactive Entertainment. As the man who not only led the resurgence of PlayStation in this console generation, but also diversified their product offerings globally, he will be a valuable asset, adding his wealth of experience and contacts, to the incredible team we’ve put together.

“For myself and the rest of the management team, it’s a once in a lifetime opportunity to learn from a proven executive leader. Andrew is the perfect person to help us grow Bidstack into the world’s largest video game network.”