Warner Bros. today announced Greg Ballard would be the company's new Senior Vice President for Digital Games, Digital Distribution and Interactive Entertainment, overseeing the company's digital distribution, mobile, MMO and games on-demand titles. Ballard comes to Warner Bros. from Transperra, a mobile video ad network which joined earlier this year after leaving a long tenure at GluMobile. Ballard has previously worked in an executive capacity for Capcom, Digital Pictures, and defunct chipset maker 3Dfx among other, non-gaming companies, including Warner's Custom Music Division, "Mobile and online games are becoming a bigger part of the overall game industry," said Warner Bros. Interactive Entertainment President Martin Tremblay in a statement. "Greg has a firm grasp on the complexities of this business from every angle and is the ideal candidate to lead our digital games efforts as we aggressively expand our presence in this growing market." Ballard will also oversee Lord of the Rings Online maker Turbine Entertainment while assisting Warner Bros. in looking for a new general manager for the developer. "It's a tremendous opportunity to join Warner Bros. Home Entertainment at this exciting time in the industry," Ballard said. "Martin and Thomas have set out a clear strategy and vision for digital games and I'm looking forward to working with them and the rest of the team to realize that vision."