I’ve loved playing, making and growing mobile free-to-play games since my first “freemium” title launched in 2010. My career in games spans over a decade and I’ve been fortunate to work with brands such as Angry Birds, Rick & Morty, Runescape and the Marvel licenses.

Recently I led product on Angry Birds 2, taking the game to top 50 grossing, and helped found Rovio London as Executive Producer. I now advise on building and running F2P games alongside my team who have a combined 30 years of industry experience.

My book Free-to-Play: Making Money from Games You Give Away is published by Pearson and available in English, Chinese and Korean. It has been heralded as a “must read” and has become a bookshelf standard in studios worldwide. My writing has also featured on GamesIndustry.biz, The Guardian and PocketGamer.biz.

I have a BA (Hons) Computer Games Design, advise the charity War Child as part of their gaming committee and raise money for SpecialEffect. I am also a distance runner and play a lot of pinball and Magic: The Gathering, plus am the founder of upcoming conference The Videogame Nonference.