French publisher PullUp Entertainment has appointed Geoffroy Sardin as its new chief executive officer. 

He joined the company at the start of 2024 as deputy CEO having previously spent almost 26 years at Ubisoft. 

"It is a great honour to take on the role of Chief Executive Officer of PullUp Entertainment," Sardin said.

"I extend my gratitude to Fabrice Larue and the Board of Directors for their trust, as well as to the incredible teams within the Group, with whom I have had the pleasure of working daily for the past 15 months. The long-standing success of our AA and Indie games is built on their quality and the demanding gameplay that passionate gaming communities appreciate. We intend to continue this winning strategy while further advancing the organization’s maturity and discipline. We are fully committed to rigorously executing an ambitious launch plan for the next fiscal year and the years to come."

Executive chairman Fabrice Larue added: "In just over a year, Geoffroy has already had a significant impact on Pullup Entertainment’s operations. He has led the Company’s transformation with conviction, focusing on more live content and structuring our creative studios. He has also successfully guided the Focus Entertainment Publishing teams in the record-breaking launch of Warhammer 40,000: Space Marine 2. His profound knowledge of the video game industry and his leadership are valuable assets for the Group, and we are delighted to entrust him with operational management to sustain PullUp Entertainment’s current momentum."