The Final Boss


JO, GIVE US A WHISTLE-STOP TOUR OF YOUR BACKGROUND IN THE INDUSTRY. My first job in video games was on C&VG magazine in the late 80’s followed by marketing and publishing roles in games companies. I’ve spent more than 30 years working across entertainment, media and games, mostly in marketing, commercial and leadership roles. I joined Frontier in 2014 as Marketing Director, helping shape the company’s publishing strategy and launching Elite Dangerous and Planet Coaster. I rejoined in 2025 as Chief Marketing Officer, tempted back by the clearly defined strategy Frontier had set to focus on CMS games. What has always attracted me to games is the combination of creativity, technology and passionate communities. It’s an industry that’s constantly evolving, which means there’s always something new to learn. In 2026 I became CEO; it’s such an exciting time for Frontier – there’s so much to look forward to.


WHAT ARE YOU FOCUSED ON RIGHT NOW?


Right now, I’m focused on how we continue to evolve Frontier into a truly franchise-led business that attracts and retains players. We’ve got incredible expertise in creating deep, engaging experiences, and the opportunity is to build franchises that delight players not just at launch, but for many years afterwards. That means bringing development, publishing and our nurture teams together to think about the entire lifecycle of a franchise, from concept to long-term growth.


Jo Cooke, CEO, Frontier Developments


I’m also spending a lot of time thinking about the future of leadership, how we create an environment where talented people can thrive, and how we continue to adapt in a rapidly changing industry.


TELL US ABOUT YOUR WORK WITH HILLSIDE CLUBHOUSE.


ANY KEY TIMES WHERE YOU WERE GENUINELY HAVING THE TIME OF YOUR LIFE? There have been quite a few. Launching a game is always special because you finally get to see years of effort connect with players around the world. But honestly, the moments I enjoy most are when talented people come together to solve difficult problems and create something they’re genuinely proud of. Working in video games is never just a job!


WHAT ARE THE KEY DIFFERENCES BETWEEN CMO TO CEO DAY-TO-DAY?


As CMO my focus was primarily on audiences, brands, launches and commercial performance. I was looking outward, understanding players, markets and how we connected our games with customers.


As CEO, the perspective is much broader. I’m still focused on players, but I’m also thinking about strategy, culture, talent, operations, financial performance and how all parts of the business work together. The role is less about leading a function and more about creating clarity, alignment and momentum across the whole organisation. The common thread is people. Whether you’re a CMO or a CEO, success comes from building strong teams and helping them do their best work.


50 | MCV/DEVELOP September/October 2026


Hillside Clubhouse does fantastic work supporting adults living with mental health challenges, helping people build confidence, develop skills and become active members of their communities. Mental health affects all of us in some way, whether directly or through the people we care about, so it’s a cause that’s very close to my heart. Being involved with Hillside has been both humbling and inspiring. The resilience, kindness and determination you see there every day is remarkable, and I’m proud to support an organisation that makes such a meaningful difference in people’s lives.


WHAT DO YOU LIKE TO DO WHEN YOU’RE NOT BUSY BEING A CEO?


Like a lot of people in games, I still enjoy playing them, although I probably don’t get as much time as I’d like these days. Outside of that, I enjoy spending time with family and friends, walking the dog, travelling when I can, and finding opportunities to switch off and recharge. I make clothes and do other crafts, including stained glasswork. I’m also passionate about mentoring and supporting others in their careers. Watching someone grow in confidence and achieve things they didn’t think were possible is incredibly rewarding. At the end of the day, I’m happiest when I’m spending time with family and with good people, learning something new and having a few laughs along the way.


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