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Pioneering Digital Playgrounds

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As Spin Master’s new president of its digital games, Fredrik Loving is focused on harnessing the undeniable power of play as the company expands its digital toys and gaming offerings.

Gaming veteran Frederik Loving joins Spin Master at a time of tremendous growth for the company, Toca Boca Studio in Stockholm and Sago Mini Studio in Toronto. Combined, the studios have more than 444 million down-loads in 238 markets million and 40 million monthly active users in the mobile app space.

Before Spin Master, Loving was executive vice president, digital and interactive at Psyop, and former head of studio at Goodbye Kansas and DICE as well as board member for Rovio. He has recently focused his e­fforts on establishing and assisting entertainment companies leading a new wave of fresh, interactive storytelling for games, film, television and beyond.

Having led, built and grown both game development studios and blockbuster games, including the critically acclaimed “Battlefield” franchise, Loving has gathered experiences through successes and failures on what it takes to make great games for a global audience.

“Working with the amazing studio DICE on ‘Battlefield,’ which grew from something small to something massive and global, taught me a lot about what it takes to expand to a global audience while keeping quality as a focus at all times,” says Loving.

Within the last year, Spin Master’s opportunity for digital entertainment has expanded. In the fourth quarter, the company’s revenue increased by more than 400 percent over the comparable 2019 quarter. For the full year, digital game revenue was up 193 percent. According to Loving, the COVID-19 pandemic accelerated behaviors that were already emerging and spotlighted new ways kids use digital devices to connect and play with other gamers worldwide.

Kids use gaming in very di­fferent ways since Loving joined the interactive entertainment industry 15 years ago. It has grown since 2006 to a $189 billion industry and has become a defining part of popular culture. The fast-moving sector continues to grow and shift.

Want to learn more? Check out the full story in our April issue, out now!

TAGS: Toys & Games
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