SEGA Europe has promoted Stacey Bates-McCue to head of creative licensing for EMEA and the Americas.

In this new role, Bates-McCue will head up the licensing creative development and management of style guide delivery and creative direction for SEGA’s growing portfolio of brands across the regions.

“I’m delighted that Stacey has agreed to take on this vital new role,” says Jason Rice, director, brand licensing, EMEA, SEGA Europe. “As we look to build our business across these regions, it is crucial that we have an experienced and proven licensing professional driving our creative strategy and product direction for all our brands. Stacey is the perfect fit and is already pushing ahead in laying out our creative goals for the future.”

“Creating style guides and making awesome art with my favorite childhood video game character Sonic is the dream for me,” says Bates-McCue. “I feel privileged to be in charge of driving fresh, new, trendy art, along with celebrating the heritage we have here at SEGA from the ‘Mega Drive’ days. Working with the original creators of ‘Sonic’ in Japan is the icing on the cake. I love working in the licensing industry and being a big kid daily.”

Bates-McCue joined SEGA more than two years ago as licensing product development manager, and developed new processes to streamline the product development process for licensees while growing the creative for brands such as “Sonic the Hedgehog,” “Football Manager,” and the SEGA Retro Collection.