Warner Bros. Online has appointed Doug Dyers VP, wireless, to oversee its mobile content production, licensing and marketing initiatives.
Appointment comes soon after the announcement of the WB Internet division’s biggest foray into the wireless world, working with carrier Sprint PCS to promote upcoming release “Looney Tunes: Back in Action.” Warner Bros. Online produced original screensavers and games for Sprint PCS users as part of the marketing partnership.
Dyers previously founded and ran THQ Wireless, a division of vidgame publisher THQ. While there, he launched mobile games based on properties such as “The Simpsons” and WWE. He will report to Jim Noonan, senior VP and general manager of Warner Bros. Online.
Dyers will head a division with representatives in Europe and Japan, both of which are further advanced than the U.S. in their ability to distribute wireless content. He will spearhead opportunities for Warner Bros. Online to take an active role in developing, producing and marketing its own online content to mobile operators and handset manufacturers. In the past, the company had simply licensed its properties to other developers.
“Our extraordinary library and current content has allowed us to establish a strong presence in the space by licensing and now producing original wireless content,” Noonan said. “With Doug’s expertise and vision, we have the opportunity to more fully capitalize on this burgeoning market.”