Joejoe joined Sony MEA in 2007, was promoted to deputy managing director in 2022, and assumed his current position in April 2024. In the same month, Sony MEA unveiled its new lineup BRAVIA series. In March 2024, Sony and the Esports World Cup Foundation signed a multi-year partnership agreement to collaborate on initiatives for the Esports World Cup. The inaugural Esports World Cup 2024 is scheduled to take place in Riyadh in 2024.