I have over a decade of experience in advertising, beginning my career in performance marketing within the automotive sector. However, my passion for video game marketing truly took shape when I had the opportunity to work with PlayStation. Combining my love for gaming and football, I played a key role in the PlayStation Schools World Cup, where I witnessed first-hand the profound impact gaming can have on people’s lives.

From that point forward, I specialized in video game marketing, collaborating with developers worldwide to launch their games and stay at the forefront of performance marketing in the PC gaming space. Notably, I led the global marketing for Vermintide 2, pioneering the use of cutting-edge attribution technology at the time.

Building on this expertise, I founded my own agency, dedicated to helping video game companies of all sizes across mobile, PC, and console, scale their marketing efforts and connect with the right audiences. With a deep appreciation for the artistry of video games, I take great pride in working with everyone from solo developers on passion projects to globally renowned titles such as PUBG, Subnautica, and Frostpunk 2.

Throughout my career in advertising, I noticed a significant gap in marketing solutions tailored specifically for game studios. While developers excel at creating incredible games, many struggled to effectively scale their marketing and reach the right audiences. Knowing how complex and demanding this aspect of game publishing can be, I wanted to bridge that gap.

This drive led me to specialize in video game marketing, working closely with developers worldwide to craft strategies that maximize their success. Eventually, I founded my own agency to provide studios (whether indie teams or major publishers) with the expertise and support needed to conquer the challenges of marketing and thrive in a highly competitive industry.

As the Managing Director and Founder of Theorycraft Marketing, I oversee strategy, client partnerships, and the execution of performance-driven marketing campaigns. My role involves not only leading the company but also working closely with game developers to ensure their titles reach and engage the right

To be successful in game marketing, several key traits are essential. Persistence is crucial - navigating the ever-evolving gaming industry requires resilience and adaptability. A strong sense of trust in yourself and your abilities is also vital, as marketing often involves taking calculated risks and making confident decisions. Most importantly, a deep passion for video games and an understanding of how to communicate that passion to players is what sets great marketers apart. The ability to craft compelling narratives and connect with audiences in an authentic way is the foundation of successful game marketing.

Theorycraft Marketing is an award-winning performance-focused marketing agency dedicated to the video game industry. We specialize in data-driven strategies that maximize reach, engagement, and revenue for game developers and publishers worldwide. Our mission is to provide studios (whether indie teams or global giants) with the marketing expertise needed to scale their games and achieve long-term success.

What sets us apart is our ability to act as an extension of our clients’ teams, offering tailored solutions that go beyond standard advertising. Whether launching a new title from scratch or optimizing existing campaigns, we focus on delivering measurable results that drive real growth. Our expertise spans across:

- Paid Media: Precision-targeted campaigns that maximize ROI.

- Influencer/KOL Marketing: Strategic partnerships that amplify reach.

- Celebrity Collaborations: Elevating brand awareness through high-profile endorsements.

- Steam Attribution & Optimization: Unlocking growth on PC storefronts.

- Social Media: Engaging audiences with platform-specific strategies.

- App Marketing: Driving mobile success through data-led acquisition.

- Creative: High-performing ad creatives that convert.

A great game is one that creates a meaningful connection with its players - whether through its gameplay, story, or the emotions it evokes. It’s not just about high-end graphics or technical perfection; it’s about immersion, engagement, and the ability to leave a lasting impact.

For me, a great game balances mechanical depth with accessibility, offering players a sense of mastery and progression. It tells a story that resonates beyond the screen. Most importantly, it fosters a sense of community, whether through shared experiences, cooperative play, or deep personal investment.

At its core, a great game is one that players can’t stop thinking about after they’ve put down the controller.

At Theorycraft Marketing, we specialize in a wide range of genres across PC, console, and mobile gaming, tailoring our strategies to the unique characteristics of each. Our expertise spans from deep, strategic experiences to high-action, immersive worlds, ensuring that every game we market finds its ideal audience.

Genres We Specialize In:

- Strategy & 4X: Games that demand tactical thinking and long-term planning, such as Last War: Survival, where global alliances and real-time decision-making shape the experience.

- Survival & Simulation: Titles like Subnautica and Frostpunk 2, where players face environmental challenges, resource management, and emergent storytelling.

- RPG & Action RPG: We work with both hardcore and accessible RPGs, emphasizing rich narratives, player choice, and progression systems, as seen in Nested Lands.

- FPS & Tactical Shooters: High-intensity experiences like PUBG and Sniper Ghost Warrior Contracts, where precision, teamwork, and skill are key.

- Indie & Experimental Titles: Supporting unique, passion-driven projects that push boundaries in storytelling, mechanics, or art direction like 30 Birds and Wednesdays with ARTE.

Each of these genres has distinct characteristics that shape our marketing approach. Whether it’s player retention in live-service strategy games, organic hype-building for immersive RPGs, or performance-driven UA for mobile titles, we craft tailored campaigns that maximize engagement and success.

At Theorycraft Marketing, our ideation process is a mix of strategy, creativity, and data-driven decision-making. We start by deeply understanding the game and its audience, identifying what makes it unique and who it’s meant for. From there, we brainstorm creative ideas—ranging from ad concepts to influencer campaigns—always aligning them with clear marketing goals.

We test different approaches, analyze performance, and refine what works best. Once we find the winning formula, we scale it for maximum impact. It’s all about balancing creativity with results, ensuring every campaign truly connects with players.

Winning the NYX Game Award is an incredible honour for us. It’s a testament to the passion, dedication, and expertise that our team brings to every campaign. We work tirelessly to help games succeed, and this recognition reinforces that our approach - blending performance marketing with deep industry knowledge makes a real impact.

For our team, it’s also a huge motivator. It pushes us to keep innovating, refining our strategies, and delivering even better results for the developers and publishers we work with. Most importantly, it’s a celebration of the games themselves and the incredible projects we have the privilege of helping bring to players worldwide.

Winning an international award like the NYX Game Award has been a powerful validation of our work. It not only reinforces our credibility in the industry but also helps us stand out in a competitive market. For our company, it has opened doors to new partnerships, strengthened our reputation, and showcased our expertise on a global stage.

For Last War: Survival, one of the biggest challenges was the quick turnaround required to create and launch high-impact campaigns. We had to stay agile and responsive, ensuring that the marketing materials were not only compelling but also aligned with the rapid pace of the game’s development.

Another key challenge was navigating the SAG-AFTRA union rules for shooting in LA. Working within these guidelines required a careful balance between legal constraints and creative vision, which added complexity to our production process.

We also had to manage expectations - ensuring that what we aimed to deliver was both achievable within our timeline and impactful enough to drive player engagement.

Balancing content limitations with the need for high-quality, attention-grabbing assets was a fine line, but we were able to deliver a campaign that resonated with players while staying within the practical and legal boundaries we faced.

Being based in London, we benefit from a diverse and vibrant cultural landscape that influences our creative approach. The exposure to different media, trends, and societal dynamics helps us craft campaigns that resonate with a broad range of players globally.

Additionally, our location gives us access to a thriving network of talent, from creative professionals to data analysts, allowing us to tap into a wide range of expertise when ideating and executing campaigns. The supportive tech and gaming ecosystem in the country also provides us with the tools and resources to innovate and stay ahead of industry trends, all of which directly impact our ability to create standout campaigns.

There are several exciting trends in the gaming industry right now. One that stands out is the rise of live-service games and the focus on community-driven content, where players experience ongoing updates and events that keep them engaged long-term.

On top of that, we’re seeing incredible games coming out of Asia, and we’re thrilled to help these titles navigate the Western market. With our expertise, we’re excited to bring unique Asian games to a wider audience, ensuring they connect with players in the West while maintaining their original cultural identity. The opportunity to work on these cross-cultural projects is something that truly excites us.

The gaming industry constantly pushes the boundaries of storytelling, technology, and design. Every game offers a unique way to interact with the world, whether through narrative, gameplay mechanics, or immersive environments. It’s an ever-evolving space where fresh ideas and new concepts thrive.

Gaming also brings together people from all walks of life, creating a universal connection. Whether it’s through multiplayer experiences, fan communities, or esports, the social aspect of gaming is something I truly love. It’s a shared experience that transcends borders, cultures, and languages.

Games also have the power to influence and inspire in ways other media can’t. Whether it’s teaching critical thinking through strategy games, sparking emotions through deep storytelling, or providing a platform for personal expression, the impact of gaming is far-reaching. It’s a medium that leaves a lasting mark on players’ lives.

Platforms like Coursera, Udemy offer a wide range of courses covering everything from game design fundamentals to advanced development techniques. Sites like GameDev.tv are also great for specialized learning in areas like Unity, Unreal Engine, and game programming.

Participating in game jams, such as Ludum Dare or Global Game Jam, is a fantastic way to improve your skills by working on real projects in short timeframes. These events also help you connect with other developers and learn from their experiences.

There are countless YouTube channels, like Brackeys, The Game Maker’s Toolkit, and GDC’s official channel, that offer tutorials, discussions, and case studies. Podcasts like Game Maker’s Notebook from the Academy of Interactive Arts & Sciences provide a deep dive into industry trends and development insights.

Connecting with other game developers, either through platforms like Reddit (r/gamedev) or attending industry conferences such as GDC or PAX, is crucial for learning from others. Seeking a mentor in the industry can provide personalized feedback and guidance that’s incredibly valuable.

In the next 5-10 years, gaming will become even more immersive, accessible, and connected. Here’s what I expect:

- Cloud gaming will allow players to stream games without expensive hardware, making gaming more accessible across devices.

- Indie games will continue to thrive, offering unique and diverse stories that push creative boundaries.

- Live Service and Ongoing Content will continue to dominate, with games evolving into persistent, ever-changing ecosystems. Regular updates, seasonal content, and community-driven features will keep players engaged long-term.

- Globalization of Games will keep growing, especially with games from Asia increasingly entering Western markets. The cross-cultural exchange of game styles, mechanics, and narratives will become a dominant trend, with more opportunities to bridge gaps between regions.

Overall, the future of gaming will be more immersive, diverse, and social, creating new ways for players to connect and experience games.

The key to success is persistence. Staying focused and pushing through challenges, even when things don’t go as planned. In the fast-paced world of gaming and marketing, being adaptable and resilient is essential.

Another key is continuous learning. Stay curious and open to new ideas and strategies. The industry is always evolving, so the more you can adapt and grow, the more successful you'll be.

My parting words of wisdom would be: Stay passionate about what you do, be persistent in the face of setbacks, and always keep an eye on long-term goals. Success comes not from avoiding failure but from learning and growing from it.