Warner Bros. Discovery’s promotion of Agnieszka (Aga) Veriga to Vice President, APAC Global Experiences signals a sharpened focus on experience-led IP expansion across one of the world’s fastest-growing entertainment markets. With over 20 years in media and entertainment, Veriga will oversee APAC Global Experiences, including Studio Tours in Tokyo and Shanghai, as WBD scales its physical, fan-first touchpoints beyond screens.
The move reflects a broader strategic shift within global entertainment companies: premium IP is increasingly monetised through immersive, location-based experiences, not just content distribution. Flagship properties like Harry Potter have demonstrated how studio tours and themed attractions can drive long-term revenue, deepen fan loyalty, and extend the lifecycle of iconic franchises. Veriga’s role places her at the centre of this high-value intersection between storytelling, tourism, and experiential commerce.
Her collaboration with Tony Qiu, and continued work alongside leaders like Sarah Roots, is especially significant as projects such as the Harry Potter Studio Tour Shanghai come online. China and Japan represent culturally distinct but commercially powerful markets, requiring deep operational understanding, local partnerships, and sensitivity to fan expectations areas where experienced leadership becomes critical.
From a regional lens, APAC is no longer just a content consumption market; it is becoming a destination for global entertainment experiences. Rising disposable incomes, outbound and domestic tourism, and strong fandom cultures make studio tours and branded attractions a compelling growth lever. Warner Bros. Discovery’s investment here underscores confidence in experiential entertainment as a resilient, premium revenue stream, even amid broader media industry volatility.
Strategically, Veriga’s promotion highlights how entertainment giants are building end-to-end IP ecosystems from film and streaming to physical experiences designed to maximise engagement, recall, and monetisation across decades, not release cycles.
Overall, this leadership move reinforces a clear message: the future of global entertainment growth lies as much in lived experiences as it does in digital screens.
 Veriga to Vice President, APAC Global Experiences){kind=link}