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Teversham has been involved with the Microsoft-owned Xbox brand since its launch in 2002 and was recently promoted to a role overseeing the European marketing of the consoles, games and related products, including accessories and its online offering, Xbox Live (Marketing, 8 February).

He joined Microsoft 'on a whim' from Philips Consumer Electronics in 1994, after spotting an ad in the jobs section of The Times. His first role was as a marketing manager in charge of computer hardware, including a Microsoft mouse, before helping launch the company's first ergonomic keyboard. He then moved into the company's software division, launching products such as Encarta, Picture It! and AutoRoute.

But he has not sought out a particular path; rather, he says his career has come to him. 'I do not believe in having long-term personal goals - you can be disappointed when you get there.'

Teversham cites his co-workers as one of the main reasons he has stayed at the global software giant for 12 years so far. 'At Microsoft you never have a dull day,' he says. Christian Hinchcliffe, managing partner at McCann-Erickson, which handles Xbox's advertising, says he is a popular client. 'He commands enormous respect. He runs a big team, who sing his praises,' he adds.

Teversham's working week is split between Microsoft's UK headquarters in Reading and Xbox's London offices in Soho. On Fridays he works from home in Highgate, North London, where he lives with his wife, Monica. Although new to the European role, a big proportion of his working life was already spent on planes and he frequently travels to Microsoft's US headquarters. In May he will be in Los Angeles to unveil Xbox's Christmas 2006 range at the games industry's most important event, E3.

Originally from Bournemouth, Teversham spent his formative years in Milan after his family moved to Italy when he was six. They then moved to Ireland, where he finished his schooling and obtained a degree in genetics from Trinity College in Dublin.

He was hooked on video games from an early age - 'I once played Asteroids with a friend in Dublin for eight hours on just 10p - we were that good!' he boasts .

Teversham is keen to protect Xbox's right to creative freedom, but cares equally about protecting its youngest players and he is quick to point out that Microsoft takes a responsible approach to children and gaming.

The Xbox 360, launched last March, has a control that allows parents to prevent children from playing age-inappropriate games.

'Xbox 360 is the safest console - parents can control not only the games their children can play by age rating, but also the friends they can talk to on Xbox Live (which allows players to chat via headsets during online gameplay),' he says.

Teversham adds that the 360 has become an important marketing tool, as its online capabilities enable Xbox to segment users. Playing online, gamers can enter family, recreational, underground or professional leagues and earn points as they build an online reputation. Xbox communicates directly with registered gamers through user blogs and the Xbox.com site. Players can also download free music videos and film trailers and buy bonus material such as extra levels for games.

The competitive streak Teversham displayed playing Asteroids in Dublin remains: outside work, he participates in his local pub's weekly quiz.

It is a quality he will need in his latest role.

Although the Xbox 360 is selling fast, sterner tests await: this year will see the highly anticipated launch of Sony's PS3 and Nintendo's aptly-named Revolution console, sparking a rivalry that Teversham is certain to face head-on.

CAREER HISTORY 1987-1990: Business analyst, rising to business products sales executive - large accounts, Rank Xerox Europe/UK 1990-1992: Product marketing manager, Citizen Europe 1992-1994: Marketing manager, Philips Consumer Electronics 1994-1996: European hardware product manager, Microsoft 1996-1998: Reference and productivity product manager, Microsoft 1998-2000: Consumer group marketing manager, Microsoft 2000-2003: UK marketing manager, Xbox and games, Microsoft Xbox 2003-2006: EMEA product marketing director, Microsoft Xbox 2006-present: EMEA director of marketing and platform, Microsoft Xbox