Ultra Appoints New COO, Strengthening Leadership to Drive Bold Expansion

London, March 26th –  Ultra , the one-stop destination for gamers, publishers, and developers, has appointed Maxime van Steenberghe as its new COO, marking the next milestone in the company’s aggressive expansion plans. Maxime’s appointment underscores Ultra’s commitment to building a powerhouse leadership team to execute its bold vision for the future of gaming. 

The gaming industry is at a crossroads – its significant market size and growing global audience, much like the film and music industries before it, demand new models of distribution and engagement. A key opportunity has presented itself for Europe to strengthen its grip on the industry. At such times, it is imperative for champions to pave the way forward, and Ultra is leading the charge. 

Effective 24th March 2025, Maxime will spearhead the implementation of the company’s recently unveiled 2025 vision , centered on building Ultra as the go-to gaming platform in Europe and beyond, and underpinned by the following pillars:

• Institutionalisation: Bringing Ultra’s gaming revolution to the masses by bridging Web2 and Web3 to create a seamless, real-world gaming experience. 
• Strategic Acquisitions: Acquiring and revitalizing distressed game studios, tech providers, and gaming services to rapidly scale Ultra’s content, user base, and platform adoption while keeping capital efficiency in check.
• Engagement & Retention: Building the Netflix of gaming – a dynamic, content-rich platform where players can access their games and engage with a thriving and interactive community.

Commenting on the appointment, Gus van Rijckevorsel, CEO at Ultra, says:

Ultra has spent years focusing on R&D to perfect its gaming technology. Under new leadership, we’re now taking over to harness this tech stack best. There is enormous untapped potential, but the European gaming industry has long been stuck in outdated models and without the actors to drive change. The market is ripe for a massive shake-up, and Ultra is leading the charge on that. I’m assembling an elite team to seize this opportunity head-on and create value for gamers, publishers, and developers alike. Maxime is the first of many and with his proven consulting expertise, I’m confident that we can once again place Europe at the nexus of gaming, tech, and Web3.

Maxime van Steenberghe, COO at Ultra, adds:

I’m thrilled to be working with Gus again. In my past roles, I have seen first-hand how, as a serial entrepreneur, he transforms vision into reality. What Netflix did for the film industry, Ultra will do for gaming. We’re building a platform that will redefine how games are played, shared, and monetized, and I’m excited to drive our bold next chapter with a hand-picked team who are all aligned on the future of gaming. For so long, gamers, publishers, and developers have had to contend with the status quo, but we’re here to change the game.

Maxime joins Ultra from Circle Strategy, a strategy consulting firm founded by Gus. He brings with him a strong background in consulting, having previously held roles at McKinsey & Company and Accenture. Maxime is also a seasoned entrepreneur and founded two companies – an award-winning ESG service provider Creo² as well as retail brand Flemar, which registered an average annual growth rate of over 100%.

Maxime’s appointment is the latest in a series of Ultra’s recent strategic leadership hires, following the addition of Adrien Moser as its Head of Mergers and Acquisitions in January. Adrien is leading the company’s push into strategic acquisitions, strengthening Ultra’s position as a major player in gaming who is driving the industry’s revolution.

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About Ultra

The Ultra platform is driven by a relentless dedication to creating the future of gaming, built by gamers and for gamers. Combining traditional gaming with cutting-edge technology, the Ultra platform provides a one-stop shop for gamers and publishers, transforming how people play, create, and connect.