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 dedicated to the video games industry. Initial 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 have given invited presentations at various publishers and platform companies including Guerrilla Games, Facebook Gaming, and the New Zealand Commerce Commission.

I am currently an active voice in the regulatory conversation surrounding Microsoft’s proposed acquisition of Activision Blizzard. My submission on cloud gaming was published on the CMA’s merger inquiry landing page and my commentary has been covered in various tier-one media publications, including the Financial Times, Bloomberg, and Reuters. I am an expert witness for a major US case in video games.

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