Alex Peters joins SEGA Europe as VP of production and development services

Alex Peters has joined SEGA Europe as VP of production and development services.

Peters is best known as the former DICE COO and a stint as a VP at Activision. He also has experience with EA, Bullfrog and even a role with Relic Entertainment as studio head.

Peters will take up his role at SEGA Europe at their head office in Brentford, UK. He’ll be leading the business’ production, QA, localisation, program office and customer service teams and taking responsibility for delivering titles from external studios too, stepping in to assist them with support and mentorship where necessary.

The press release announcing his hire says Peters will play an active role in SEGA Europe’s growth plans, as the business looks for new studios and IP to work with moving forwards.

“Alex’s appointment is of significant importance for SEGA Europe, as we look to build upon our recent successes. We have spent a long time looking to bring in someone with the requisite experience, vision and character to fill this role and in Alex, we’ve got all those bases covered.” said Martin Servanté, senior vice president of strategy & corporate development for SEGA Europe.

“We’re confident that he will help us move the business forward and that his experience and influence will ultimately benefit the end users of SEGA products all over the world.”