Ricardo Briceno is the Chief Business Officer at Gamefam, a leading metaverse game developer and publisher that creates connected experiences with the largest gaming communities and well-known brands. As the first executive hire at Gamefam, Ricardo oversees the company’s brand partnerships, advertising network, as well as franchise development for the company’s growing portfolio of IP. Additionally, he is responsible for off-platform marketing, communications, social media strategy, finance and business operations.
Since joining Gamefam in 2021, Ricardo led the creation of the Gamefam ad network, which has generated millions in revenue and delivered over 2B brand engagements in campaigns for globally recognized brand partners, including Hasbro, Spin Master, Wowwee, Netflix, Paramount, Ubisoft, Sega, Sony, Mattel, and more. Ricardo also oversees the special events and concerts team at Gamefam, responsible for the development of two of the top-rated concerts on Roblox from 24KGolden and The Chainsmokers, and the launch of the #1 branded music game on Roblox: Festival Tycoon by The Chainsmokers. Under his leadership, the company has scaled to over 250 team members and established business processes to allow Gamefam to deliver 1311 quarters of consecutive growth.
Ricardo brings a wealth of knowledge in franchise management and marketing from his previous position at Mattel as the Vice President of Franchise Management. There, he was responsible for developing strategies to extend Mattel’s portfolio of brands, including iconic multi-generational properties such as Barbie, Hot Wheels, Thomas and Friends, Monster High, UNO, Masters of the Universe, and American Girl across digital gaming, live experiences, video content, and consumer products. He also launched Mattel Creations, the company’s direct-to-consumer business targeting adults as consumers with collaborations between Mattel brands and leaders in arts, fashion, and entertainment.
Prior to Franchise Management, Ricardo was the Global Head of Brand Marketing for Hot Wheels, where he led the integrated marketing process from strategy to execution. In this role, he implemented plans to maximize brand buzz, engagement, and revenue for Hot Wheels – finding innovative ways to delight millions of consumers and help build a 50 year old heritage brand, maintain relevance and play in pop culture. He created the world’s largest traveling car show, the Hot Wheels Legends Tour, where fans around the world could enter their life-size custom cars and compete for the chance to become the next Hot Wheels toy car. Ricardo led the brand’s hugely successful expansion into gaming through brand integrations with top console and mobile racing games including Need For Speed: No Limits, Racing Rivals, Rocket League and Microsoft’s Forza; and with a fully branded, top-rated mobile game: Hot Wheels Race Off. During his tenure on Hot Wheels, Ricardo guided the brand to doubling its revenue after seven years of consecutive growth.
Ricardo is a native of Venezuela and bilingual in English and Spanish. He earned his bachelor’s degree in Industrial Engineering from the Universidad Simon Bolivar and his MBA from MIT’s Sloan School of Management. He is based in Los Angeles and loves to spend time with his adopted dog, Lucas.