By Allison Watkinson
TLL Reporter
Game licensing company Arcade1Up has announced three additions to the company’s senior leadership team.
The new hires include Tom Lyons as Chief Marketing Officer, Adriana Vila Soto as SVP of Marketing and Strategic Partnerships, and Chris Cardenas as Vice President of Sales.
“Arcade1Up is at a pivotal growth stage with exciting and innovative products in the works with long-standing valued partners.” said Scott Bachrach, CEO, Arcade1Up. “Adding these new positions to our senior team really is a milestone and I’m thrilled that Tom, Adriana and Chris have joined our team.”
As the CMO of Arcade1Up, Lyons oversees marketing and brand strategy, digital marketing, eCommerce, strategic partnerships, communications and social media.
Lyons has over 20 years of experience in the industry. Prior to joining Arcade1Up, he served as Head of Creative Solutions at Code3. He was EVP of Innovation at Deutsch for five years, before starting digital performance creative at both HYFN and Code3.
Vila Soto joins Arcade1Up as SVP of Marketing & Strategic Partnerships. She will be responsible for driving the company’s partnerships and collaborations with leading sports and entertainment brands.
With over 18 years of experience in integrated marketing, media and business development, Vila Soto most recently served as the multicultural partnership lead on business development for the Miami Dolphins and Hard Rock Stadium. Prior to the Dolphins, Vila Soto held senior-level marketing positions at WorldRemit, Univision Communications and TEAM Enterprises, among others.
Cardenas joins Arcade1Up as Vice President of Sales. Cardenas brings over 20 years of sales leadership and will now lead Arcade1Up’s award-winning sales team.
He previously worked at TCL North America, where he served in the same role for the last four of his eight years at the company. Prior to that, Cardenas served in pivotal sales roles for Toshiba.
Arcade1Up is a home entertainment brand owned by Tastemakers. The brand encompasses a line of award-winning ¾ scale home arcade and pinball machines featuring licensed retro games.
The latest tech from Arcade1Up is the Infinity Game Table, a high-fidelity touchscreen board game table preloaded with digital versions of family game night essentials like Scrabble, Monopoly, Chutes & Ladders, Sorry, and more.