Xbox veteran Larry Hryb joins consulting agency Fractional after Unity layoff
Former Xbox exec Larry Hryb has joined forces with other industry veterans at nascent consulting agency, Fractional.
The news comes shortly after Hryb, a senior figure on the Xbox team at Microsoft for over two decades, was laid off by engine maker Unity.
Fractional was founded by Jim Squires, CEO and president of digital design studio Rocketship Park, who has quickly recruited other experienced names including former Unity senior director of global PR, Kelly Ekins; former UploadVR senior editor Henry Stockdale; and Tilt Five head of communications Stephanie Greenall.
The company has set out with the aim of helping game creators with "dwindling resources" access vital expertise by providing "industry-leading talent on loan."
"Fractional connects studios with experienced operators working across non-development disciplines including marketing and communications, business development, operations, and more," reads a press release.
Squires stressed that Fractional is a "matchmaker, not an employer" and works exclusively with contractors. "Were not incentivized to tell you what you want to hear in a pitch meeting, or to force mismatched solutions just to keep everyone working," he added.
"By partnering with contractors, Fractional becomes one of several paths for members of our network to connect with new projects. That structure allows us to focus on carefully curating the right solutions for each studio, without competing interests."
The company has been operating in stealth mode since October 2025 and has already worked with clients including Commodore International, Halfbrick Studios, and Trace AR.
