Immutable named Devon Ferreira chief marketing officer in a press release dated March 8, 20231. The web3 gaming company paired the hire with two more C-suite moves that same day. David Bicknell joined as chief financial officer. Immutable promoted Jason Suen, a senior vice president, to chief commercial officer. Ferreira came from Ava Labs. He had led marketing and brand development for the Avalanche blockchain there, the release said.
The fourth executive hire at Immutable on the record since 2021
Every move CryptoLately has verified there, by the day it became public
Moves: The Moves Ledger, CryptoLately's record of verified leadership moves, Oct. 3, 2016 to Oct. 2, 2026.
Read the chart as a table
| Date | Event |
|---|---|
| Dec. 9, 2021 | Findlay became COO. Gill Findlay was named Chief Operating Officer of Immutable |
| Dec. 9, 2021 | Rau became Chief People Officer. Katherine Rau was named Chief People Officer of Immutable |
| March 8, 2023 | Bicknell became CFO. David Bicknell was named Chief Financial Officer of Immutable |
| March 8, 2023 | Ferreira became CMO. Devon Ferreira was named Chief Marketing Officer of Immutable |
20 executive hires on the record in 2023
Executive hires CryptoLately has verified, by year; 2026 through Oct. 2, 2026
- 2023: 20
- 2019, 2020, 2021, 2022, 2024, 2025, 2026
Moves: The Moves Ledger, CryptoLately's record of verified leadership moves, Oct. 3, 2016 to Oct. 2, 2026.
Read the chart as a table
| Item | Value |
|---|---|
| 2019 | 11 |
| 2020 | 12 |
| 2021 | 27 |
| 2022 | 37 |
| 2023 | 20 |
| 2024 | 39 |
| 2025 | 59 |
| 2026 | 45 |
The move
Robbie Ferguson, Immutable's president and co-founder, named the reason for the hire. “We're thrilled to welcome Devon, who helped build Avalanche to one of the biggest household names in Web3, onboard to supercharge Immutable's growth,” Ferguson said1. Ferguson added that Immutable had “quietly achieved #1 market share in Web3 gaming over the past 12 months, with nearly $1B USD invested in games building on our platform last year,” according to the release. The Block reported that all three roles were first-time Immutable positions, a point Ferreira confirmed2. Ferreira stated his mandate plainly. “Our focus this year is to win web3 gaming and bring digital ownership to the world,” Ferreira said.
Before and after at Immutable
Layoffs hit Immutable twice. The Block reported the hiring news came “shortly after Immutable reportedly laid off 11% of its staff late last month in the second round of job cuts”2. That round left the company's headcount at 263, Ferreira said. Bicknell had joined Immutable in August 2022, and Suen was promoted to chief commercial officer in February 2023. Immutable held both announcements until March 8 and chose to reveal all three hires together, Ferreira told The Block. Finance roles at Twitter and Meta filled Bicknell's resume. Shopify filled Suen's, the press release said1. Immutable had raised a $200 million Series C round in March 2022. That round valued the company at $2.5 billion, The Block reported.
What came next
Immutable changed direction three years later. By June 22, 2026, Immutable had cut 29 roles from its game teams and pivoted toward an AI-powered platform called Audience, which serves Web3 and traditional publishers, Forbes Australia reported3. Co-founder James Ferguson said the tools served publishers including Ubisoft. Ubisoft's mobile title Might & Magic: Fates saw a threefold boost in download conversion through Audience. Ferguson called the change "a radical reshaping and refocusing of the company on this opportunity".
Sources
- Immutable, "Immutable Boosts C-suite with Key Hires from Ava Labs, Meta and Shopify," PR Newswire, March 8, 2023, https://www.prnewswire.com/news-releases/immutable-boosts-c-suite-with-key-hires-from-ava-labs-meta-and-shopify-301765761.html
- Yogita Khatri, "Immutable makes C-suite hires from Meta, Ava Labs," The Block, March 8, 2023, https://www.theblock.co/post/218048/immutable-makes-c-suite-hires-from-meta-ava-labs
- Daniel Van Boom, "'Radical reshaping': $3.5b unicorn Immutable scraps crypto gaming teams," Forbes Australia, June 22, 2026, https://news.google.com/rss/articles/CBMirwFBVV95cUxPUWRkVVVXakYzcUR0TU5wdkJ1YVFVeTc0VG1Hejh4UkxjWEVvcGJ1SEN6ajcyRm43Z2l5UXhBWERxa0VObGZZR2p4c3JMLUdkSENZMERlY3o3RFNBbVVvaXJ6dDhSMVRhMU9xYjJ4M2toQjdkcW92VFFERFNMNGttdElTUWFOUHJNTHU0WmJudndvcG9XUGV1QkpYZGFUY2dsSTJ2WHZCdko4V1J1VHZr?oc=5