As the strategy director at Kids Industries, Jelena merges market and audience insight with client objectives to produce exciting and engaging campaigns and products.
Whether supporting a start-up through developing a go-to-market plan, testing new concepts, researching the depths of a brand’s potential or working up a business case for new products, Jelena leads the insight and strategy teams to connect human, empathetic insights with brand intelligence.
Over the past ten years, she has developed best-in-class, consumer-focused, global business strategies and digital products for clients as diverse as Xbox, WWF, Star Wars, Royal Caribbean International, PJ Masks, Warrior Cats, BBC Worldwide and Playmobil.
Jelena is also a guest lecturer at the University of Vienna, the author of multiple articles and is a much sought-after speaker at conferences around the world on topics such as family brand engagement, insight gathering and strategic planning.
Children today are spending more time online than ever before, and a huge part of that time is spent gaming. Headlines regularly shout about children spending hundreds of pounds on Fortnite skins or Robux – but what drives these decisions and where does the value lie for the youngest audiences?
Jelena and Raj present findings from a study of children and parents’ attitudes towards in-gaming spending, exploring how gaming motivations impact the decision-making process and what type of in-game spenders exist in this audience. They also present the up-to-date thinking on the ethics of monetising children’s games, as well as design implications of the audience drivers and attitudes.
In between research, strategy and application – they discuss how we build games for children – ethically, commercially and to delight.
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