As Vice President of Sales and Business Development, Rich oversees the overall sales and distribution strategy for PlayFirst games. With nearly twenty years of sales, business development, marketing and licensing experience in leading consumer entertainment and software companies, Rich brings a strong track record in identifying emerging business models and exceeding long-term profit goals. Prior to joining PlayFirst, Rich was Vice President of Digital Distribution at Atari, where he was an industry leader in the digital distribution of Atari and Hasbro games. His responsibilities included the planning and implementing of Atari's direction into the broadband distribution channels, as well as publishing and distributing new games for the casual online gaming channel. Rich helped propel the casual games industry by establishing a new publishing business for the casual games channel and built new revenue streams for Atari and Hasbro brands through games on demand and download sales programs. Prior to Atari, Rich managed a profitable distribution sales team and directed the launch of over 200 software titles for Simon & Schuster/Macmillan. Rich also held sales and account management positions with Berkeley Systems, Alpha Software, WordStar International, and others. Rich holds a Bachelor's degree in Business Administration from Stonehill College.