Ex-Unity and Electronic Arts Executive Steve Taylor Joins Affyn as Chief Product Officer

Singapore-based blockchain gaming company Affyn is developing mobile games with integrated geolocation and augmented reality capability.
Image source: Steve Taylor

Quick take:

  • Steve Taylor will be responsible for defining and executing Affyn’s product strategy.
  • Taylor brings with him 20 years of experience in digital entertainment in the APAC region.
  • He will spearhead Affyn’s first-ever alpha game demo.

Singapore-based blockchain gaming company, Affyn, today announced that former Unity and Electronic Arts executive, Steve Taylor, is joining its team as Chief Product Officer (CPO). 

Taylor brings two decades of experience in digital entertainment both with game industry heavyweights (Electronic Arts, Unity Technologies) and with pioneering start-ups in the mobile and ad-tech space.

In his new role, Taylor will be responsible for building a team that can create and operate games that deliver on Affyn’s vision, and develop an Affyn ecosystem that benefits its community.

Prior to joining Affyn, he spent four years as product lead at Unity, where he defined and executed product strategy for the Unity Distribution Portal, a service that helps developers streamline their mobile game distribution and reach new player audiences; and led partner discussions and integrations with more than 10 global Android app stores and third-party services including Huawei AppGallery, Samsung Galaxy Store, ONE store, AppsFlyer, and more.

From 2011-2013, Taylor was in charge of Electronic Arts’ mobile game publishing business in South-East Asia. During his time at the company, his franchise portfolio included FIFA, Need For Speed, The Sims, Scrabble, Monopoly, The Simpsons, Plants vs Zombies, Bejeweled, Tetris, and more.

Taylor has been based in the APAC region for the past 20 years. In the early 2000s, he worked with French mobile gaming company, In-Fusio. 

His career spans engineering, product strategy and delivery, business development, marketing, and creative direction, ultimately leading him into product management. For four years, he held the head of product role at Ksubaka, an ad-tech platform and digital creative agency, where he built and directed a game development studio that created, deployed and optimized more than 100 gamified campaigns for FMCG brands including Unilever, P&G, Coca-Cola, L’Oréal, Mars, Nestlé, and Colgate.

When asked about why he jumped into blockchain gaming, Taylor told NFTgators in an email: “There is much to do around making cryptogames’ economy sustainable, about making P2E games fun in the first place, and giving real-world utility to tokens, which hasn’t been truly done with previous projects. The new wave of crypto games will pay a lot more importance to this, and we definitely have this at the core of our mission.”

“”Normal games” are intrinsically built around delivering fun. If they don’t, players don’t come back, and the game is doomed. With play to earn, players come back because they want to earn. The motivation is different. We want to leverage the same game mechanisms that “normal” (and successful) games have so players come back because the game is fun, not for the earning part. That’s our entire “play and earn” angle actually. If you manage to make players return to the game, you are delivering fun for those players,” he added.

With Taylor on board, Affyn aims to reveal its Alpha build on Sep 30, launch its first land sales, ready the P2E game for the closed beta, open beta and ultimately launch, and prepare the Affyn ecosystem to welcome brands and offer lifestyle rewards.

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