Team
Executive Team
Kristan Rivers
CEO & Co-founder
Joanne Lacey
COO
Richard Brindley
CPTO
Adam Pattison
EVP of Product & Market Development
Executive Board Directors
Nick Button-Brown
Non-Executive Director
Alex Carloss
Non-Executive Director
Advisors
Executive Team
Kristan Rivers
CEO & Co-founder
Why did you found AdInMo?
My career at Apple, Paramount Pictures and various games developers taught me the power of storytelling through digital media and its unlimited potential for brands. I also lived in China and Asia as mobile became the primary internet portal for hundreds of millions of people. The opportunity to combine two media and tech trends to create better brand experiences is why I founded AdInMo.
What do you love about in-game advertising?
What’s your favourite game?
I’m always downloading new games and my favourite games tend to be casual sports or puzzle games that are easy to “snack” – playable in a few minutes here and there within my schedule. However, my favourite game of all time is GTA5; the expansiveness of the game map creates a totally immersive world. Non-Stop Pop is the one playlist my family and I can all agree on.
Joanne Lacey
COO
Role
I joined AdInMo as COO in late 2020 to team up with former colleagues Kristan and Chris. I’ve worked with the guys at three games industry start-ups where each company successfully navigated the rollercoaster with three exits. As COO, my responsibilities at AdInMo are diverse like the audiences in-game advertising reaches. I was appointed to the board in 2022.
What you love about in-game advertising?
The reason I joined AdInMo was the genuine vision and commitment to improve the player experience. Ad monetization has become a sophisticated and complex ecosystem, but the player got a little lost in that journey. Immersive ads that don’t break gameplay and focus on brand engagement make the ad format game changing (pun intended).
What’s your favourite game?
In my 20+ years career in the mobile games industry I’ve worked with some of the biggest publishers and games franchises, but my heart will forever be with Bub and Bob from the classic arcade game Puzzle Bobble.
Richard Brindley
CPTO
Role
As Chief Product & Technology Officer my job is to help innovate and oversee the development of full tech stack and immersive in-game advertising products to meet the needs of both advertisers and mobile game developers while delivering the best in-game brand experience for players.
What you love about in-game advertising?
As an avid gamer I strongly believe that having an engaging rather than interruptive in-game advertising experience is fundamental to retain both users and drive advertising revenue. Gamers understand that advertising is part of the value chain of free-to-play games, but need an engaging and rewarding experience to make it worthwhile.
What’s your favourite game?
I have always been a big fan of RPG / RTS games, and my favourite series of all time is the SpellForce series of games. I’m also a huge fan of the Half-Life and Fallout series, as they’ve always pushed the boundaries of graphics and gameplay. On the mobile side I spent way too much time playing PvZ when it first came out.
Executive Board Directors
Alex Carloss
Non-Executive Director
Bio
Alex has held leadership posts for more than 25 years with best-in-class media and technology businesses. Early in his career, he held positions at The Walt Disney Company, WarnerMedia, Electronic Arts and Metro-Goldwyn-Mayer Studios. At Paramount/Viacom, he launched and helmed the studio’s digital distribution division. From 2011-2019, he worked for Google, steering YouTube’s original programming and partnerships businesses across Entertainment, Sports, News, Family and Gaming verticals globally, leading initiatives that supercharged YouTube’s ecosystem of creators, brands and fans. Since 2019, he has focused on the $100B mobile games category, both as a principal of N3twork Studios as well as blockchain games startup, Forte, where he presently works. Mr. Carloss holds a Master of Arts from the University of Edinburgh, is a recipient of the annual Deloitte Award for Innovation and resides in Los Angeles, California.
What’s your favourite game?
Favorite game. PaRappa the Rapper – because who doesn’t want to be a paper-thin, beanie-wearing puppy rapping his way through life 🙂
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.
John Rankin
John is a serial international entrepreneur, with over 20 years of success stories in start-up and commercial growth, spanning digital media, mobile technology and mobile games.
With 3 successful exits in 2016 for a total of $1.4bn, as part of the founding teams of Smaato and Outfit 7 and Vieworks.
What do you love about in-game advertising?
The passive nature and design of in-game advertising really harnesses messaging at volume to diverse and hard to reach audiences without harming the entertainment experience.
What’s your favourite game?
Speed ball 2 (bitmap brothers). Incredibly fast, short game times, hyper competitive. And a good measure of Rugby style violence which reminds me of real life.
Team blog
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