Prior to entering academia, I worked as strategic manager for Two Tribes, an independent video game developer in the Netherlands. I helped Two Tribes transition from a work-for-hire model to an independent digital publishing firm. We set up a separate publishing entity for which I wrote the business plan and helped raise working capital. I helped bring to market several games and have been involved in partnerships with Electronic Arts and Chillingo, among others.

When I moved to London to pursue my PhD, I founded Strategy Guide, an industry analysis and consultancy outfit dedicated to the video games industry. Former clients include international digital production agency Media Monks, advergaming studio Sticky Game Studios, and the United Kingdom trade association for interactive entertainment (Ukie).

I keep close ties with the industry. In 2014, I gave invited presentations at the Entertainment Software Association (ESA) and published a whitepaper based on my research on business models in collaboration with SuperData Research. I also played an active role at the 6th Annual Games and Learning Summit at the 2015 Electronic Entertainment Exposition (E3) in Los Angeles (CA). I have given invited presentations at various publishers and platform companies including Guerrilla Games, Facebook Gaming, and the New Zealand Commerce Commission.

On behalf of the UCL School of Management, I am a member of the United Kingdom trade association for interactive entertainment (Ukie).