Jerome Benzadon, a senior global communications executive formerly at Sony PlayStation, announced on August 19 that he has officially left the company after 13 years of service to join Korean game developer SHIFT UP as Head of Global Communications.
Benzadon stated on social media: "After 13 unforgettable years at PlayStation, I am thrilled to announce that I am joining SHIFT UP as Head of Global Communications! I look forward to planning global promotional campaigns for the premium games created by Mr. Kim Hyung-tae, Mr. Shinji Mikami, and their teams."
SHIFT UP has amassed immense popularity worldwide with titles such as Goddess of Victory: NIKKE and Stellar Blade. The company recently acquired Unbound Studios, led by renowned game producer Shinji Mikami, and this appointment is seen as a significant step for SHIFT UP to further strengthen its global market communication and promotion. Benzadon also revealed in subsequent interactions that he has been a loyal fan of SHIFT UP since the Destiny Child era.
However, following the announcement, some players expressed strong concerns on social media. Users pointed out that Benzadon had previously emphasized a focus on "DEI (Diversity, Equity, and Inclusion)" in his professional history and mentioned his attention to ESG (Environmental, Social, and Governance) issues.
Players are generally concerned that this background may influence the creative direction of sequels to titles known for their bold character designs and distinct visual styles, such as Stellar Blade, as well as works like Goddess of Victory: NIKKE. SHIFT UP's games have always been renowned for their unique aesthetic style, with some community voices suggesting that DEI principles may potentially conflict with the company's current direction.
As of now, SHIFT UP has not released any further official statements regarding this personnel appointment.