Michael Brady to Lead Brothers & Sisters’ Global Gaming Practice
United Kingdom.- 7 August 2026 | www.zonadeazar.com Creative agency Brothers & Sisters has appointed Michael Brady as President of Gaming, tasking him with leading the development of a specialist international offering for the gaming industry.
The appointment forms part of the company’s strategy to capitalise on the growing convergence between gaming, gambling, sport, entertainment and streaming platforms.
News Details
Brady brings 26 years of online gaming experience. His career began at Cashcade in 2000, the company behind the Foxy Bingo brand, before he helped establish and scale several businesses across gaming, technology and marketing.
In 2012, he co-founded Newcastle-based platform provider Bede Gaming. The company subsequently developed into one of the sector’s leading technology platforms before Gauselmann Group, now operating as MERKUR GROUP, acquired a majority stake in March 2020.
Brady was also a founding shareholder in Rocket9, a specialist gaming marketing agency acquired by LeoVegas in 2018.
He currently serves as Chairman of Bede Gaming and The Conexus Group.
Industry Context
In his new position, Brady will lead Brothers & Sisters’ global gaming practice, focusing particularly on opportunities at the intersection of entertainment, streaming and sport.
The appointment is part of the agency’s broader strategy of recruiting senior figures with experience in specialist verticals.
Brothers & Sisters also operates B&S Sports Club, chaired by former Sky Sports Marketing Director and British Cycling Chairman Robert Tansey.
Managing Director Steph Hobart, who joined in 2025 after serving as Head of Brand at Candy Crush, provides additional expertise in social gaming.
Statements
Matt Charlton, Chief Executive Officer at Brothers & Sisters, said:
“Michael is hugely experienced and smart, with proven success across multiple businesses, and his specialist knowledge of the gambling and gaming sector will be vital to both us and our clients.”
Michael Brady, the agency’s new President of Gaming, stated:
“I am thrilled to be supporting ambitions to grow Brothers & Sisters in the gaming industry.”
“I have already been blown away by the combination of unique creativity and cutting-edge technology on display. I look forward to demonstrating its original brand of storytelling to the international gaming and sports industries.”
Next Steps or Impact
Brothers & Sisters will seek to establish a specialist practice capable of providing creative and strategic services to operators, suppliers and other companies across the international gaming ecosystem.
Brady’s technology, commercial and entrepreneurial experience could help the agency capture new opportunities as the boundaries between gaming, sport, media and entertainment become increasingly blurred.
Editó: @fonta
