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.
Develop:Brighton’s a great conference. It’s got a spread of people from all parts of the games industry talking about such a wide range of topics.
Develop is important – the networking is very important. And go to talks they’re inspiring and get your creative juices flowing, they can make you think and you’ll learn how other people do things.
Building games is hard and it’s taxing physically, mentally and emotionally. So being around a community that understands that is great – there’s a comraderie here.
I’ve felt a big passion here at Develop!
Develop is the must-attend event for the games industry in the UK. It’s where we all come together and learn from each other. It’s the best way into the industry and it’s the best place to learn from your colleagues.
By coming to Develop what you get is the opportunity to network like you can’t in any other situation. Everyone knows everyone and it’s such a wonderful community feel.
Develop is a really great way to network, it’s also great for going to talks and finding that little tip that you didn’t know before and thinking – oh I’ll bring that back to the team!
One of the things I like about Develop is it brings people together from across Europe and the whole world. There is a very high level of professionals here, so you have company leaders having drinks with juniors from their community.
Dr Mata Haggis-Burridge
Develop:Brighton is especially unique - it’s by the seaside and there’s a lovely relaxed tone that goes with that.The talks are cool, the networking is cool and having the opportunity to catch up with people – that’s always the excitement for me!
There’s really something for everyone at Develop and the experience of being around like-minded people is really useful.
There are many ways you can be part of Develop:Brighton - including taking a booth in the Expo or choosing one of the many sponsorship opporunities during the event or at the Star Awards.Contact us now!