What initially drew you to the games industry?

Growing up with a PC in my house from a very young age, I spent a lot of time playing games that you had to access through DOS, and lost countless hours to the likes of Lemmings and other classics from the late 80s and early 90s. I remember summer holidays with my parents  desperately pleading with me and my brother to play outside, but all we wanted to do was play Resident Evil 2. 

I controlled the gun, and he controlled the tank directional controls, and somehow together, we got through that game, which we were far too young to be playing. Games were just a huge part of my childhood.

My career in games started in the digital design space in an operations capacity, with my first proper role being at ustwo London, a digital design studio. The studio always had a team or a few individuals working on its own IP, often experimenting with games in the early days of app stores. So I came into games as part of my journey working for a digital design agency, growing with a team of people who eventually became ustwo games and made Monument Valley, which put ustwo games on its trajectory.

Did you have a specific career path in mind when you entered the games industry, or did your role evolve over time?

My current role has evolved over time. As a young adult picturing my career, I always envisioned myself at the heart of a business or studio. I've gone from being the Studio Manager and lead within the operations space to moving into commercial, business development, and partnership management. This evolution felt very natural, growing with the company and adapting to its needs.

Can you walk us through a typical week as the Commercial Manager at ustwo games?

A typical week includes a couple of days in the office, with most of my time spent working from  home. Office days are focused on in-person catch-ups and informal chats with the leadership team, piecing together the jigsaw of various projects and conversations. My week might involve calls with lawyers about trademark applications, contract reviews for commercial partnerships, and check in  meetings with partners. I also work on board reports, analysing game sales and performance, and often collaborate with the marketing team on plans for our next launch. Currently, I'm looking at potential future game projects and their commercial elements. It's a real mix of strategic planning and daily operational tasks, I must say - I love it! 

Within the commercial aspects of game development, which areas do you find the most interesting and why?

I find network building very interesting. Meeting different companies, building relationships within the industry locally and globally, and maintaining these relationships is crucial. I also enjoy data analysis, a newer area for us at ustwo games. Analysing sales, performance during discount periods, and being more data-driven is fascinating and exciting. Another rewarding area is our partnerships with social impact organisations, like our collaboration with UK Youth which allowed us to make a meaningful impact on young people across the country.

You were responsible for ustwo's journey towards becoming a B Corp. Can you tell us about that project and how you managed it?

Our B Corp journey started with a group application alongside ustwo London. Achieving the original B Corp status required significant operational changes to help us meet the B Corp targets, and I recall doing things like installing PIR light sensors to save on energy to air quality monitoring to ensure a healthy work environment! Over the years, we've acquired our own B Corp status as ustwo games, and  continued to adapt and improve our policies, particularly our people-first policies, which have helped us maintain our certification  year on year. Despite the initial application challenges, it was incredibly worthwhile and rewarding, and we remain one of the few game studios with B Corp status, which we’re incredibly proud of.

What are the biggest challenges and rewards of being a Commercial Manager in the game industry?

The biggest challenge is adapting to the constantly changing games market, particularly when it comes to mobile. The industry today is vastly different from when we released Monument Valley in 2014. The rewards come from seeing our games featured on platforms like Nintendo Direct, witnessing people's reactions, and knowing that our work has made an impact. Additionally, seeing the company’s ambitions to positively impact the world through our games come to fruition is incredibly rewarding.

How is the role of a Commercial Manager in games likely to evolve?

As a technology-driven industry, games moves fast. Staying updated with news and trends is crucial – I think I am subscribed to about 10 or 12 different industry newsletters. It’s important to keep track of which games and genres are performing well across the myriad platforms we have in 2024. Within ustwo games, the role may also evolve as new game projects come to life, bringing audiences or partners into play. 

What advice would you give to someone interested in a career in the commercial side of games?

I would advise everyone to lean into getting to know your peers in the industry. Building a network and maintaining relationships is key. Mentors have been instrumental in my own career, and will continue to be. Also, don't feel limited by your education or previous experience. Skills from different backgrounds, such as relationship building, communication, organisation, and attention to detail, are highly transferable to the commercial side of games.