Daniel Edward Amrich is a public relations person and former video game journalist currently living Los Angeles. Before becoming a public relations person for Activision in 2009, Dan was a video games journalist, with previous work including GamePro under the pseudonym Dan Elektro. Until 2009, he was a Senior Editor at Official Xbox Magazine, and he still co-hosts the magazine's official podcast with senior editor Ryan McCafree. After leaving OXM he was the editor in chief for the World of Warcraft Magazine, but left shortly before the publication of the first issue, citing with the approval process for content. He has also worked for GamesRadar.com and the basketball magazine Slam.
Dan's current position at Activision is as a Social Media Manager. He has stated that he is aware of the bad reputation that Activision has garnered, and has candidly spoke about the company's short comings and corporate attitudes. He currently runs a corporate blog for Activision, where he writes about the company's doings, posts behind the scenes videos, and conducts interviews with developers working with Activision. He also hosts a weekly podcast where he talks about Activision games, and tries to explain the decisions of Activision from a corporate standpoint, although he has expressed numerous times that he is not an Activision apologist, but more of a middle man.
Dan is also part of the parody music duo Palette-Swap Ninja (named for the palette swapping in Mortal Kombat). Their current releases include:
- The Viva Pinata Song (Parody of Escape (The Pina Colada Song) by Rupert Holmes)
- Three Red Lights (Parody of One Headlight by The Wallflowers)
- Padding Your Gamerscore (Parody of I Write Sins not Tragedies by Panic! At The Disco)
- Wii Christmas Time (Parody of Wonderful Christmastime by Paul McCartney)
- Halo ((All I Play-Oh)) (Parody of Snow ((Hey Oh)) by The Red Hot Chili Peppers)
- Vista Drivers (Parody of Eye of the Tiger by Survivor)
- Learn to Spell (Parody of Gives you Hell by The All-American Rejects)
- Arcade Gaming Shrine (Parody of 1985 by Bowling for Soup)