Fox taps senior vp for new media

Rosenfeld joins company from game publisher THQ

SAN DIEGO -- 20th Century Fox has named Gary Rosenfeld, former head of worldwide licensing and acquisitions for game publisher THQ, as its senior vp of new media licensing.

Rosenfeld will oversee the studio's portfolio of video game projects and have responsibility for the game development staff at 20th Century Fox Licensing & Merchandising.

"Gary has a phenomenal background in new media and video game licensing and will bring a wealth of knowledge and insight to our team," said Elie Dekel, Fox L&M executive vp. "We're looking forward to his leading our group into brave new territory as we expand our video game business."

In addition to exploring opportunities in online gaming and the console space, Rosenfeld will also be charged with developing games based on new and established Fox properties, including "Avatar," "Night at the Museum: The Battle of the Smithsonian," "Ice Age 3," "Dragonball," "The Simpsons" and "Family Guy."

Rosenfeld said one of his first tasks will be to work with executives in other Fox divisions to get more involved in the game space.

"My primary responsibility will be related to Fox TV and movie properties, but Fox has so many resources and IP in other areas that may end up being appropriate for gaming exploitation," he said.

Rosenfeld added he was looking to get the company more involved in the PC online space, citing IGN -- which News Corp. purchased in 2005 -- as a potential great resource for a PC game initiative.

Rosenfeld also stressed that Fox L&M will continue to support video game publishing partners such as Electronic Arts, but added the division could also look at boosting the company internal game development resources.

David Ward is a freelance writer based in San Diego.