Creative Assembly under new leadership

Creative Assembly under new leadership

April 9 2020 | Studio


Creative Assembly under new leadership as Tim Heaton moves into SEGA Europe role

SEGA Europe has announced that as of 1 April 2020, Tim Heaton will assume a new role as SEGA Europe’s Chief Studio Officer, having previously occupied a dual role between SEGA Europe and Creative Assembly as Executive Vice President of Studios and Studio Director respectively. Gareth Edmondson, previously COO of Creative Assembly, will now fully step into the Studio Director role, overseeing the continuing growth of the UK’s oldest and largest development studio.  

As Chief Studio Officer at SEGA Europe, Heaton will oversee the continued development of its pillars; Creative Assembly, Sports Interactive, Relic Entertainment, Amplitude Studios, Hardlight and the recently acquired Two Point Studios. He will drive forward the continuing studio collaboration with a focus on shared skills and learning to further uplift services and quality, while continuing to advise the wider business on all development matters.

“SEGA Europe and its Studios have seized opportunities to come together and share the 4.5 thousand years of developer experience held amongst the staff; harnessing that knowledge is hugely important to the growth of the whole business. This was underlined by our first SEGA Dev Day in late 2019, which saw hundreds of our developers get together for exactly this purpose,” said Tim Heaton, Chief Studio Officer at SEGA Europe. “My aim is to continue to cultivate this sort of philosophy across the organisation to the benefit of our products, our people’s skills and experiences, and our operations.”

At Creative Assembly, Edmondson’s new role as Studio Director will see him take full ownership of the studio’s operations across its three locations: in Horsham, UK and Sofia, Bulgaria.

“This is a pivotal moment in Creative Assembly’s history. As we move into our 33rd year of game development we have a new FPS-IP on the horizon and the Total War franchise is growing across different platforms and into markets like China,” said Gareth Edmondson, Studio Director at Creative Assembly. “We’re fully focused on the next phase and I’m thrilled to be in a position to maintain that upwards trajectory by building on our heritage and supporting our talented team to excel at what they do best.”

For more information about SEGA Europe and its studios visit For more information about Creative Assembly, visit