About

I will make your game a hit.

Principal-level Data and GaaS expert with 10+ years across gaming and tech: Supercell, Blizzard, Meta, Jagex. Through my career I’ve built the domain knowledge and technical skills, and honed my games-as-systems instinct, so I can apply it to any game including yours.

I can confirm what you suspect, and show you what you had no idea about. I can break down exactly what choices impact which metrics and how, and provide you a story. A story of your own game, explaining what needs to be done and why.

The best part is, there are no blind spots. I have worked across the entire lifecycle of products and platforms, from pre-release mobile games to AAA live service cross-platform games, and have the technical credentials of a Senior DS at Meta.

On AI: I’ve been using it in my workflow since the beginning (you can see from my blog), and I’ve built a fair amount with it, including an end-to-end game development helper suite. My position then and now: AI is great for knowledge tasks, not for decision tasks. That distinction hasn’t moved for me in three years.

Tell me about your game. Let’s talk about your data.

Jobs & Experience

Senior Data Scientist · Meta (2025–Present)

Senior data scientist for Meta’s App & Gaming ads, owning project sizing, forecasting, and the 3-year roadmap for ad formats touching roughly 10% of Meta revenue. I support 10+ engineers, a PM, a BPM, and design.

Core work: diagnosing where the performance gaps are, quantifying them, and driving the engineering and product response. I identified a foundational challenge with app ads, which led directly to the formation of a dedicated engineering team to close the gap. I’m also the lead DS for an emerging ad format, diagnosing performance against benchmarks on a low-adoption, high-upside area.

I’ve also built and run AI agents for day-to-day workflows, and shipped two Claude Code skills adopted internally, used for new member onboarding and feature impact estimations.

Principal Game Analyst · Supercell (2024–2025)

Joined as the first analyst into the Space Ape pod embedded in Hay Day, and the pod’s success directly contributed to Supercell completing the full acquisition of Space Ape.

Upon arrival I conducted a State-of-the-Game analysis and diagnosed a dangerous reliance on top-spending players while new and returning players were struggling. The suggested solutions led to a monetisation pivot, improving LiveOps cadence, and double-digit YoY revenue growth in a 12 year old game.

I worked on the backend systems of telemetry and A/B testing and frontend, player-facing features alike, while helping implement In App Ads (IAA) as a new monetisation system efficiently.

Principal Analyst · Space Ape Games (2023–2025)

Central analytics principal IC across the full Space Ape portfolio: Beatstar, Country Star, Chrome Valley Customs, Transformers: Earth Wars (live and in development).

I diagnosed Chrome Valley Customs revenue stagnation as in-game economy saturation: players had accumulated too many resources to need IAP, and I proposed the corrective interventions. Identified the unique challenges in monetisation of studio hit Beatstar and proposed solutions to leadership. I also participated in the launch decision of the next game in the franchise, Country Star, which I correctly read as a Beatstar power-user product rather than a market-expansion play.

I built a game agnostic, lifecycle analysis framework used at leadership level across both 5-year-old live games and new releases. Mentored six analysts informally across seniority levels.

Data Scientist · Meta (2022–2023)

Customer Support Analytics for Facebook and Instagram, covering ads and creator-side account issues.

I built a difference-in-differences model showing that every account-access issue costs creators a sizeable percentage of baseline engagement, which was previously unquantified in a statistically rigorous way. That work drove account-access issues becoming a prioritised investment area across FB and IG.

I also built a causal inference model that converted qualitative support performance into measurable business impact. This work improved prioritisation and agent queueing across the competing goals of Meta, advertisers, and users. I aligned cross-functional KPI definitions for support, used by support operations, user experience, and business functions.

Lead Game Analyst · RuneScape, Jagex (2020–2022)

Lead analyst for RuneScape 3 and RS3 Mobile, directly managing a team of three (two senior, one mid). Predominantly remote from Cambridge through the covid era.

I owned the weekly game-leadership meeting, covering six core performance metrics plus a topical deep-dive each week for the EP, PM, Tech Lead, Marketing Lead, and Head of Data. This cadence closed a major year-end revenue gap in 2021.

For marketing, I built Jagex’s first in-house ROAS model, which proved RS3 Mobile UA was negative-ROI: installs were overwhelmingly existing players and nostalgia returners, not new audiences, compounded by a 4GB initial download and mobile account connection challenges. Marketing subsequently stopped spend until the product fixes shipped.

On the player side, I led the Login Lockout recovery. When a server collapse lost roughly a month of progression for around 200,000 accounts, I proposed and led the roll-forward approach: using game telemetry to reconstruct player state. The vast majority of accounts were recovered.

Senior Analyst · Overwatch, Blizzard Entertainment (2018–2020)

One of three senior analysts in Blizzard’s Global Insights team, embedded in the Overwatch franchise and based in The Hague. The role bridged the CA-based game team, HQ central data, and regional teams across EU, APAC, SEA, MENA, LATAM, and Russia.

I focused on the global and regional resurgence of the Overwatch franchise, especially in emerging markets. In the Russian market we generated peak box sales through correct pricing and timing of a sale. I ran analysis for live-service campaigns, whether game features or promotional, across four geographical regions. I contributed to cosmetics purchase-behaviour analysis that informed the design of customisable-component skins planned for OW and implemented in OW2.

I drove engagement and revenue growth in a massive game supported entirely through LiveOps rather than new content.

Data Scientist · Yousician (2016–2018)

First data hire at Yousician, a music-education app with millions of active learners. Built the data function and infrastructure from scratch: Redshift, S3, and Airflow on AWS, working hand-in-glove with the data engineer who joined five months after me.

Designed an internal A/B testing framework producing vetted, defensible results, going beyond what Mixpanel’s event-tracking approach could justify.

A long-term retention investigation flipped product strategy on streaks: I showed that month-1 daily-grinders mostly churned by month 3, either finished the courses or burnt out. Proposed and shipped a weekly streak system instead of the standard daily-streak playbook.

Stepped up to manage the team (two data engineers, two analysts) when the tech lead took a six-month leave.

Junior Data Analyst · Goodgame Studios (2015–2016)

First role in data and gaming. Built and shipped an end-to-end probabilistic offline marketing attribution model: signup-time matched against TV commercial-airing-time to infer per-user attribution likelihood, then used the model to disambiguate organic users from TV-driven ones.

Maintained marketing attribution across an expanding channel mix, TV first, then SEO and Facebook added on. Supported UA across Goodgame’s browser-game portfolio: Empire, Big Farm, Empire: Four Kingdoms.

Expertise

Technical: SQL, Python, R, AWS, BigQuery, Spark, Databricks | Tableau, Looker | Mobile, PC, Console

Domain: Game Economy & Health Analysis, Player Segmentation, LiveOps Strategy, A/B Testing, Hybrid IAP + IAA Monetisation

Leadership: Team Leadership, Cross-functional Collaboration, Remote Team Management

Outside work

I’m based in Ely, United Kingdom. When I’m not in data, I’m thinking about game design, reading about strategy, or building side projects.