Advisors
Tiffany Keller
“Tiffany is an ads and gaming product leader, writer, and speaker with a track record of scaling 0 to 1 business units to over $150M run rates. She has PMed 4 different $1B+ franchises and the world’s most downloaded game; every publisher she works with reaches a recording-breaking acquisition for their continent.
Currently she is the Product Director for Marvel Strike Force, a top 3 RPG at Scopely. Previously she directed product for Sybo’s Subway Surfers up to a successful Miniclip acquisition after winning Pocket Gamer’s 2022 global Winner of Best Live Ops and Forbes’ most downloaded game of the decade.
She started her ads career at Activision Blizzard, launching ads across King’s portfolio games and building one of the largest ad publishing businesses in Europe across 3 studios. She started in games as a Zynga PM during the company’s “turnaround” that saw its market cap triple in 3 years.”
What do you love about in-game advertising?
I love seeing the brands tie into the game I am enjoying- sometimes the ads can make it seem even more real!
What’s your favourite game?
The Elder Scrolls franchise made me fall in love with gaming- I have been playing for 20 years and buy new consoles just to run these games better. I credit Bethesda with my passion for world building in the games I make.
Richard Robinson
Over 25 years in Asia as an entrepreneur, exec, investor and advisor across:
- Web 1.0 – (1995-2005) Read era
- Web 2.0 – (2005 – 2020) Read/Write era
- Mobile – (2000 – present) Services
- Web3 – (2020 – present) Read/Write/Own.
As an Entrepreneur-in-Residence at Animoca Brands, I’m about empowering users to own and leverage digital assets to across blockchain games and metaverses. Previously with 8 startups as a co-founder or senior exec, and with dozens of others as an investor, board member, advisor or mentor (HAX, Chinaccelerator & 500).
First a senior exec at 3 companies from private to public, then went on to found 5 companies: 3 exited to publicly listed companies and 2 blew up.
What do you love about in-game advertising?
Another way to reach many more users around the world and open up free to play gaming for them. We’re at 3.4 billion – the biggest community in the multiverse! We’ll be at 5-6 billion before we know it!
What’s your favourite game?
Mario Kart – I’m ol’ skule and my boys both have Nintendo Switches and they love kicking my old ass on it.
Chris James
Publishing entrepreneur with a strong background in both editorial and commercial activities in print, online and mobile. The vast majority of experience has been focused in the games, football and consumer technology spheres in a career spanning over 26 years.
Starting out as a journalist and editor at Future Publishing for leading games and technology titles such as PC Format, PC Gamer and PC Guide writing articles and running teams, this then graduated into a broader role of creative and commercial oversight as creative director at contract publishing agencies Future Plus and JPP, producing projects for blue chip companies like Sony Pictures, BT, Blockbuster Movies, Currys/PC World and Virgin.
The years since 2006 have been primarily focused on founding and running the leading media and events company Steel Media Ltd (as CEO), publishing world-leading b2b and consumer websites for the mobile and broader games industry (such as pocketgamer.biz. pocketgamer.com, thevirtualreport.biz,
blockchaingamer.biz and beyondgames.biz), creating projects for leading companies (e.g. Microsoft, Nokia, EE, Samsung, Razer) as well as the PG Connects series of international conferences (www.pgconnects.com), the www.MobileGamesAwards.com, BigIndiePitch.com and numerous other events designed to connect, support and celebrate the growth of the c. $200 billion games industry.
Alongside this I did also run a side business in the sports world, running the leading fantasy football advice site www.FantasyFootballScout.co.uk, which serves millions of fans as well as providing content, tools and services directly for the Premier League, UEFA, Bundesliga, Sky and many others in the space.
Having exited both companies successfully in recent years to Nasdaq-listed media group Enthusiast Gaming (but remained involved as I still love them and the teams!), I have recently begun to make angel investments in the games and technology space, with about 10 small investments to date.
Meraj Kunarajah
Meraj has held various positions across AdTech, spanning from client to publisher and all that sits in-between, with a particular focus on buy side technology.
He was a part of Accenture’s Digital & Data Transformation group working directly with clients to solve their needs across communication & advertising technology, operations, organizational structure and partnerships. More recently with MediaMath DSP as their Senior Director of Client Success and EMEA leadership team driving growth across their direct clients base.
Currently Meraj holds the position of Strategic Partnerships Director in the global team at Azerion, looking after and developing existing and new partnerships across the programmatic ecosystem.
Meraj is an adtech superstar with a particular focus on buy-side technology with his work spanning client-side to publisher and all that sits in-between. Currently Strategic Partnerships Director in the global team at digital entertainment & media platform Azerion where he looks after partnerships across the programmatic ecosystem.
At Accenture he was part of the Digital & Transformation Group Meraj worked with clients across comms & advertising technology and more recently he was part of the EMEA leadership team at DSP Mediamath as Senior Director of Client Success driving growth across the direct client base.
Meraj joined AdInMo as an advisor in 2023 consulting on Go To Market strategy and the buy-side’s requirements for PlayerPersonaFramework.
What you love about in-game advertising?
In-game advertising is the truly the only digital advertising format that naturally fits the environment. It adds realism to the gameplay in a way that enhances rather than detracts from the player experience. It is also the best format to create value exchange and acceptance from the audience directly vs. another form.
What’s your favourite game?
Over the past few years, I’ve been deeply engrossed in playing the Premiership Fantasy League. It’s an incredibly enjoyable way for me to stay connected with football and keep track of the league’s developments. If you are a fan of football and want a fun way to be involved there is no better way – except maybe going to the stadium on match day.
The game that truly evokes the fondest memories of my childhood however is Ronin Blade on the original PlayStation.
Team blog
Who is Team AdInMo? Part 3: Technical Support
Supporting our global developer community is always top of the agenda for Team AdInMo. In the latest installment of the team interviews, we chat with Kiril Rusanov, Technical Support Engineer about helping AdInMo's developer and publisher community monetize with...
Who is Team AdInMo? Part 2: Supply Team
Welcome to the second installment of our team interviews where we lift the hood on what it’s like to work in-game advertising. This time we caught up with Kevin Walsh, an Account Manager in the self-named Supply Squad. Find out how Kevin and the team work with our...
Who is Team AdInMo? Part I: Ad Ops
We may be a tech company, but people are the reason we do what we do: improving the player experience, supporting our developer community and creating great brand experiences for our advertisers. Team AdInMo is at the heart of this and so we chatted to some team...
