Steel City Interactive, an indie game studio based in the United Kingdom, has announced three new senior appointments as it continues to expand its business.
The studio said Glen O’Connell has joined as Commercial Partnerships Director, James Shaw as Senior Production Director, and Shaun White as Brand and Communications Director. All three have previously worked at EA SPORTS and bring experience from major sports and entertainment projects.
Steel City Interactive is currently working on just one game, called Undisputed, formerly known as eSports Boxing Club (ESBC). This boxing game was released in October 2024 on PlayStation 5, Xbox, and PC. It is the first major licensed boxing title released since Fight Night Champion in 2011.
Glen O’Connell will focus on building commercial partnerships for the title. His past work includes deals with major brands like PlayStation, Xbox, Nike and Coca-Cola, as well as partnerships with professional boxers such as Joe Calzaghe.
In his new role, he is expected to work on sponsorships, licensing deals and partnerships that could support competitive events around Undisputed. The game already has community competitions like World Digital Boxing and events such as the 2026 Texas Undisputed Esports State Championship, and this role is expected to help grow them further.
James Shaw will lead production efforts. He previously worked on large digital platforms such as the EA SPORTS App and EA Racenet.
Shaun White will handle branding and communications. He has worked on major campaigns for EA SPORTS and Codemasters’ Formula 1 games, including promotions involving well-known boxers like the late Ricky Hatton, Carl Froch and David Haye. As the title suggests, he will focus on marketing, social media and building awareness around the game.
Tim Coupe, VP of Steel City Interactive studio, said, “We welcome the arrival of Glen, James, and Shaun, marking the next step in Steel City Interactive’s journey to become the market leader in the digital sports combat sector. Their combined experience, honed through years of working at the highest levels of entertainment, sport, and interactive media, will play a vital role in helping us deliver the ultimate boxing experience for millions of fans around the world.”
Lastly, Steel City Interactive mentioned that these three new senior appointments will help the studio grow its operations and work toward its long-term goal of becoming a leader in sports combat games.
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