The Association of Electronic Interactive Marketers has announced the appointment of Microsoft's games boss Peter Moore to the role of chairman for the professional trade organisation.
The AEIM was recently established and will be led by founding members of the MI6 Conference advisory board.
The organisation has been created as a means to more comprehensively support and assist marketers both in seizing new opportunities within the interactive entertainment industry and in addressing current and future marketing challenges.
Moore said he was "delighted to serve as chair," and is looking forward to driving serious discussion on how the industry as a whole can meet its marketing challenges.
Despite his enthusiasm for working with the organisation, the MS exec has noted that he will be unable to attend the forthcoming MI6 conference, which is scheduled for June 27-28 in San Francisco.