SCE UK appoints Fergal Gara as new MD

Fergal Gara will take the role of managing director and vice president of Sony Computer Entertainment UK and Ireland.

He replaces Ray Maguire, who left the company in April after 17 years.

"After almost eight fantastic years at Asda, I am very excited about the opportunity to join the SCEE business," said Gara, who will start the position in August."

"Sony is a true pioneer in video gaming and it is a privilege for me to lead the PlayStation brand into its next chapter of development in the UK and Ireland. I look forward to developing strong and productive relationships with both our retail and publishing partners throughout the industry."

Gara's direct retail experience suggests a change of focus for SCE UK. He was previously the trading director for Asda, dealing with entertainment brands, and has also worked with EMI and the BBC.

Sony has also announced the appointment of Philippe Cardon as MD and VP for PlayStation in Switzerland.

"I am really excited to be joining a company with such a wide range of dynamic business models - hardware, software and the growing digital space," he said.

"Building on the present market strength of SCE France, I look forward to helping the team confront the challenges that our fast changing industry is facing."

Cardon has 20 years experience in the entertainment industry, including work with Warner Bros Home Video.

"Philippe and Fergal bring with them a wealth of broad-based experience across some of the leading names in the Entertainment industry, and with it, knowledge and time spent in our own category," said Jim Ryan, president and CEO.

"They will be key additions to our business and I look forward to working closely with both of them in driving SCEE's business in the future."