BFBS appoints Waters as Director of AI Culture and Gaming
June 8, 2026



BFBS (British Forces Broadcasting Service) has appointed Adam Waters as Director of AI Culture and Gaming, where he will lead two strategic areas of the business, with a focus on gaming alongside the organisation’s AI capability and remains part of the senior leadership team.

In this new role, Waters will continue overseeing the growth of BFBS Esports as a core part of BFBS’ welfare and audience engagement offer, helping the organisation reach and connect with younger serving personnel. Alongside this, he will further develop BFBS’ AI culture function into everyday working practices, supporting teams to build the skills and confidence needed to use new technologies effectively and securely.


Waters will also reshape the charitable arm of the BFBS Academy, bringing together AI and gaming to support veterans and serving personnel in developing the skills needed to access fast-growing sectors across technology and media.

Waters steps into the role after co-founding and leading BFBS Creative, BFBS’ commercial agency, where he oversaw growth in creative capability and supported UK Defence and partners through strategic storytelling and audience connection.

Waters commented : “Gaming and esports continue to be one of the most effective ways we connect with younger serving personnel and support wellbeing. Alongside that, as AI continues to evolve across BFBS, my focus will be to help teams use it in a practical and productive way.”

Ben Chapman, BFBS CEO, added: “This is a significant step and deliberate investment in how we are shaping BFBS and increasing its relevance for our current and future armed forces, with a particular focus through gaming, while also developing our use of artificial intelligence across the organisation, ensuring BFBS remains a trusted and effective media service.”