Kosi Egbuta is a performance-driven marketer and cultural tastemaker with a proven track record and passion for elevating brands, talent, communities, and moments to cultural prominence through meaningful collaborations, compelling content, and pioneering solutions. At Sony Interactive Entertainment (PlayStation), Kosi oversees Global Celebrity, Athlete, Influencer and Creator Partnerships, having led several successful programs, including the award-winning God of War Ragnarök ‘All Parents Can Relate’ campaign. Additionally, he is the architect of PlayStation Playmakers, the brand’s most ambitious effort to create long-lasting talent partnerships with a wide range of cultural leaders throughout sports, esports, entertainment, social media, music, and gaming, globally. This program includes the first ever talent-designed peripheral, by sports icon, LeBron James. Kosi thrives at giving consumers what they want in a way they never expected. His vision at PlayStation is to own the intersection of gaming, sports, entertainment, and culture by inserting the brand, its titles, and products at the heart of gaming and cultural relevance through authentic partnerships, dynamic stories, and impactful moments. Prior to PlayStation, Kosi led Global Celebrity & Influencer Marketing, and Global Brand Partnerships at Electronic Arts / EA Sports. His well-rounded background includes tenures at NBCUniversal, Creative Artists Agency/CAA Sports, and the New York Giants.