[Industry News] Diva Agency Appoints New Head of Production

Why It Matters

Probert’s track record elevates Diva’s production capabilities, positioning the agency to capture more high‑value AAA game contracts and set new standards in immersive campaign delivery.

Key Takeaways

• Lorna Probert joins Diva as Head of Production.
• Brings 25 years experience and two BAFTAs.
• Oversaw 200+ productions across games, XR, and apps.
• Will lead launch of Diva's proprietary production engine.
• Strengthens Diva's offering for global AAA game publishers.

Pulse Analysis

Lorna Probert’s appointment signals a strategic upgrade for Diva Agency, a gaming‑native firm that has been expanding its service suite. With a quarter‑century of leadership at Aardman Animations, where she built a games division from scratch and earned two BAFTAs, Probert brings deep expertise in large‑scale, cross‑disciplinary productions. Her background in games, apps, XR and interactive experiences aligns with the growing demand from AAA publishers for seamless, immersive campaigns that blend storytelling with cutting‑edge technology.

Diva is leveraging Probert’s operational acumen to roll out a proprietary production engine designed to streamline workflow for global clients. The engine aims to reduce turnaround times, improve asset quality, and integrate data‑driven insights across creative, PR, and influencer channels. Coupled with the recently launched Creator and Community division, which focuses on fan engagement and influencer marketing, Diva is positioning itself as a one‑stop partner that can manage everything from concept to community activation for blockbuster titles.

In an industry where production efficiency directly impacts launch windows and revenue, Diva’s enhanced capabilities could reshape competitive dynamics. Publishers seeking to minimize risk while maximizing reach are likely to favor agencies that can guarantee both creative excellence and operational reliability. Probert’s leadership may also spur innovation in immersive formats, encouraging more interactive experiences that extend beyond traditional gameplay. As the market gravitates toward integrated, data‑rich campaigns, Diva’s bolstered production offering could set a new benchmark for agency services in the gaming sector.