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Affiliate business Game Lounge has recruited former Webgains CEO Richard Dennys as its new chief executive.

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Dennys will be taking over from co-founder Jonas Cederholm to lead the 200-strong team based across Malta, Spain, and Sweden.

Dennys spent nearly eight years at UK affiliate marketing network Webgains, initially joining in 2016 as COO before being promoted to CEO after six months.

Before that, he worked at Tech City UK, and in addition to other roles, he served as an advisory partner for the UK’s tech talent visa scheme.

He previously served as chief commercial officer at Moonfruit and chief marketing officer at Azimo.

Prior to this, he was head of digital marketing at location data and technology company HERE.

“I cannot wait to get started to continue and expand the Game Lounge mission to provide best-in-class products and fanatical service levels to partners and users with pace & passion around the globe,” Dennys commented in a LinkedIn post.

Cederholm, who co-founded Game Lounge with Frederik Langeland in 2011, stated that Dennys will undoubtedly be a “valuable asset” to the company.

“I want to take this opportunity to assure you that I will still be heavily involved in the company.

“I remain fully committed to working alongside management to execute our strategy and continue our journey forward. With this in mind, I’m confident that this transition will be seamless, and our success will only continue to grow,” Cederholm said.

A new strategy

In September 2023, Game Lounge made multiple redundancies, primarily in its content department, after adopting a new long-term strategy.

At the time, Cederholm told NEXT.io that the company was adapting its strategy to align more closely with individual significant markets.

“This change aims to improve our responsiveness to local needs, strengthen our partnerships, and create brands that genuinely connect with users,” said Cederholm. 

“We made these decisions with the company’s long-term vision in mind, always recognising the significant contributions of those we’ve had to part ways with.”

He concluded: “We are optimistic about the future and the steps we’re taking. We are shaping a stable, forward-looking organisation focused on sustained success.”

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