"AI is a Catalyst, Not a Solution": Testronic's New CEO Outlines Her Vision for the Company

The game services industry has experienced significant consolidation in recent years, with many major players offering a wide range of services, from quality assurance and localization to marketing, PR, and audio design. However, according to Sharon Baylay-Bell, the new CEO of Testronic, focusing on a few key areas and doing them well is a more effective strategy. The company has made several acquisitions in the past and has operated in various markets, but under Baylay-Bell's leadership, the plan is to simplify and concentrate on its core "Centres of Excellence" in the US, Poland, and the Philippines. Baylay-Bell emphasizes the importance of identifying what the company wants to be known for, and for Testronic, it is quality assurance. The company has recently received significant investment from TDC, which will be used to enhance its existing infrastructure, including hiring over 160 new staff members and expanding its testing floor in Manila. This investment has also enabled the company to make senior hires and improve its office environments. However, as part of its restructuring, Testronic has closed its studios in Madrid and Belgrade, affecting 4.8% of its workforce. Baylay-Bell attributes this decision to a combination of factors, including the impact of AI on certain areas of the business and high property costs in Europe. Despite the recent investment, Testronic is not looking to make any acquisitions, instead focusing on alternative growth strategies, such as hiring key talent, including a chief technology officer. Baylay-Bell believes that AI has its place in the industry, but it is not a magic solution for growth, and human expertise is still essential for delivering high-quality services. She expects demand for Testronic's services to increase in 2026, but notes that the industry may not experience a significant bounceback as predicted. Instead, the company will focus on delivering excellent services to its clients and establishing itself as a leader in the quality assurance testing field. Baylay-Bell has ambitious plans for Testronic, aiming to make it the number one choice for quality assurance testing within the next five years, not necessarily in terms of size, but in terms of quality and competency.