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Our Executive Committee

The Executive Committee brainstorms, plans and executes projects, activities and events to keep the conversations revolving around the games industry enticing and meaningful.

DON BAEY

Chairperson

With over 14 years of experience in the tech and games industry, Don is a versatile and dynamic leader who drives business development, strategic partnerships, and product innovation at TrueWorld Studios, a leading game & immersive media studio in Singapore developing its game UNYIELDER.

Don has strong background in government and ecosystem building, having worked at Ubisoft, Enterprise Singapore, IMDA, Singapore-MIT Game Lab, Ngee Ann Polytechnic, and Pollinate. He is also passionate about problem-solving, building effective teams, and mentoring the next generation of tech and games talent.

JUN SHEN CHIA

Vice Chairperson


Jun Shen is a video games and tech executive with 15 years global and regional leadership in games, content publishing, business and marketing strategy, and ecosystem building. He has worked across all aspects of the games industry, at companies including Riot, Meta, Razer and now Microsoft.

He currently leads Xbox Global Expansion for Southeast Asia, Taiwan and Hong Kong, working closely with developers, studios, publishers and communities to grow the local and regional ecosystem. He is deeply passionate about helping developers of all sizes find success for their games, provide technical, marketing and funding support, and also ensuring dev communities in Southeast Asia can shine on the global stage. He has hosted roundtables featuring community and association leaders coming together to discuss opportunities across the SEA games scene.


JAMIE NG

Secretary


While Jamie is relatively new the gaming industry, his lifelong love for video games and core marketing experience has seen him work on some of the biggest global brands across a breadth of industries from sportswear (Nike) to finance (AmEx) to FMCG (Unilever).

Combine that with his current scope in Twitch, where he's not only worked with massive devs/pubs in China (Tencent, Netease, HoYoverse) and Korea (Nexon, Krafton, Pearl Abyss), but also delved deep into the creator economy in video game live streaming.


DARIA LA VALLE

Treasurer


Daria is part of the organizing team behind gamescom asia, the first satellite edition of the world's largest gaming festival, gamescom. She has a background in events management and production with a full focus on gaming events for the past 5 years. She first started playing games on a Commodore 64, which totally gives away her age, and became a manga/anime otaku in her teens, prompting her to spend her high school years studying Japanese – with little results, given she can barely introduce herself after 5 years of studies.


LYU YIQI BERRY

Exco-Member (Ecosystem Development)


Throughout his twenty years of work experience, Berry has covered multiple important areas of the game industry - from research and development to operations, and then to entrepreneurship and overseas business expansion - and has thus gained a profound professional background and broad perspective of the industry.

During Tencent's tremendous growth era, Berry successfully grew DNF into a popular national game, showcasing his strategic acumen and execution power. At U9, he deepened his understanding of capital management and honed his leadership and business intuition. As a co-founder of a startup, he experienced the challenges, endured the successes and failures of entrepreneurship, enabling him to better support and help early-stage teams.

Now stationed in Singapore as head of Tencent Lightspeed SG office, Berry is poised to leverage his experiences and resources to contribute to the development of the local game industry.

PANG KAI LUN

Exco-Member (Talent & Student Development)


Kai Lun’s background is in Animation and Art.

Kai Lun teaches Animation and Game Design as a Lecturer at Singapore Polytechnic. He previously worked as a freelancer and part-time teacher for about 3 years.

Kai Lun likes to coordinate - linking people with the same goals and direction - and advocates that knowledge should not be withheld, but rather shared generously because it will only benefit the Games Industry.

SHAUN TAY

Exco Member (Talent & Student Development)


Shaun has over 15 years of experience as an educator in game design, game-based learning and gamification in Republic Polytechnic. He teaches Game Theory, Board & Card Game Design, and 2D Art.

He is engaged in the application, and prospects of game-based learning as an academic researcher. Specialising in Applied Teaching & Learning, he believes compelling play experiences is the key to elevate learning in the new landscape of education. His philosophy in game design is identical to his methods as a dungeon master – it’s all about the depth of the player’s (or learner’s) experience.

Our Operations Team

The Operations Team keep the association active so that members can certainly get the first hand information of latest happenings, such as events, activities and news revolving around the games industry

ZHANG ZITIAN

Executive Director


With a deep understanding of game development challenges and firsthand experience leading a game studio, Zitian is equipped with expertise in budgeting, project management, and market analysis.

Zitian’s skill in business development and networking, combined with fluency in Chinese Mandarin, enables him to explore new avenues effectively. Through past collaborations with government and private sector clients, Zitian has developed the ability to engage with public stakeholders and agencies.

Zitian is eager to contribute to industry growth and facilitate the renewal of our association in a socially and financially responsible manner.

Connect with SGGA


Singapore Games Association (SGGA) is a non-profit organisation (formerly Singapore Games Guild)

Registered on 19 July 2017 with Registry of Societies (UEN: T17SS0120C)

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