What is Executive Production?

We consult with organisations on games and games related projects.

Investors, brand owners and publishers

We help to understand the market feasibility of new projects with the games sector and provide oversight from pre-production through to live operations. 

We also provide business development services, helping to find suitable developers and projects.


We help convert ideas into actionable designs with effective monetisation strategies embedded from the start.

We can also assist with introductions to financiers & IP owners as well as offering mentoring for all stages of the game development lifecycle.

Want to discuss a project?

Get in touch at info@fundamentallygames.com
or on +44 (0) 20 8144 8025

About Us

Fundamentally Games is led by Ella Romanos and Oscar Clark, who have over 30 years games industry experience between them. Ella oversees all things related to production and finance, and Oscar leads on game design, monetisation and marketing.

Ella Romanos

Ella began working in games in 2008, after graduating from university and setting up game developer Remode with fellow graduates. Having come from a programming and user experience design background, Ella was CEO of Remode for 6 years, building a work-for-hire studio of 20+ people.

In 2014, Ella began to focus on building her own games. Since then Ella has split her time between her running her studios (Strike Gamelabs and Rocket Lolly Games) and providing strategic support as a consultant to other developers and organisations, focused primarily on finance and production.

Ella regularly contributes to the UK games industry through her position on the UKIE board, regularly speaking at industry events and writing articles published by various games press. Over the last 5 years she has been awarded finalist in the ‘Innovator Of The Year’ category for Women In Technology Awards, named in Develop’s ‘Top 30 under 30’, been a finalist in the TIGA Awards Leadership category and twice listed in MCV's UK Top 100 Women in Games including as a finalist in the ‘Business Woman of the Year’ category.

Oscar Clark

Oscar Clark is consultant specializing in project-based Executive Production. A pioneer in social games services since 1998, he was Vision Lead for British Telecom's Wireplay, one of the first online games communities, Global Lead for Digital Games at Hutchison Whampoa (3UK) and Home Architect for PlayStation®Home. He has an obsession with understanding the juxtaposition of game design, monetisation and social engagement and how to apply that to give games projects the best chance in the market whether that is PC, Console, or Online but particularly on Mobile.  

His ability to digest and communicate led to him becoming an Evangelist for Papaya Mobile, Applifier and Unity Technologies; and he has become one of the most connected people in games. As a consultant he looks at game design, monetization, business modelling, and social design. His first book, "Games As A Service - How Free To Play Design Can Make Better Games" was published by Focal Press and he is a contributing author for the "Mobile Developer's Guide To The Galaxy" published by www.enough.de. Oscar is also a mentor for GameFounders and an ambassador for the gamer's charity SpecialEffect (https://www.specialeffect.org.uk/)

Our Services

  • Funders and Fund Raising Support

    Working with financers to assist in finding investment opportunities, and with companies to find financers.

  • Concept and Game Design

    Development or review of game concepts and full game designs.

  • Due Diligence

    For your projects, teams or strategy.

  • Finding and Building Teams

    Building teams or finding individuals for projects.

  • Production Oversight

    Production planning and oversight of projects from concept to live ops.

  • Marketing and Monetisation Reviews

    Reviewing and assisting with marketing and monetisation plans.

  • Transition to Live Ops

    Support in planning and implementing the transition to Live Ops.


    A cloud based milestone management system to help stakeholders manage projects.

Example Projects

  • Market Suitability Review

    We were commissioned to review an early build of a game on behalf of the developer after an introduction from their investor. We identified a number of issues in core gameplay which impacted on both the first time user experience and long-term retention. Our detailed report provided examples of how those could be resolved and led to the client commissioning a follow-up Design Workshop involving the whole development team to explore the findings.

  • Investor Readiness Review & Fund Raising Support

    On behalf of a developer client we conducted a review of their game and pitch materials, in order to help prepare them for meetings with potential investors. We worked with the developer to identify and resolve potential weaknesses in their pitching documentation. We then introduced the developer client to suitable investors.

  • End-to-End Game Design & Executive Production

    We worked closely with an independent investor on their vision for a game, developing a workable and fully scoped design. We also sourced and briefed the developers, oversaw the production process including the testing cycle, and prepared the title for Live Operations.

  • Executive Production Oversight

    We worked on behalf of an investment firm to oversee the production of games projects they had invested in, from pre-production, through production and during release and live ops.

  • Market Feasibility Review & Due Diligence

    On behalf of an investor client, we conducted a high-level market review to consider the revenue potential of their investments. We leveraged public-domain data to create an accurate yet flexible business model template allowing the client to model different market scenarios, and made recommendations on how to improve their proposed investment model and process for working with developers.

  • Monetisation Design

    We worked closely with a blockchain funded AR game, balancing the stringent legal and platform requirements of the app Marketplace against the commitments made during the ICO. We proposed a player-centric design that brought together satisfying gameplay whilst supporting the value proposition of both the In-App-Purchases and the games blockchain currency.

  • Brand Strategy & Business Development

    We worked with an established non-games brand to develop a strategy for them to expand their brand into the games sector, then assisted in the implementation of that strategy by finding potential developers, assisting with reviewing pitches and negotiating licensing agreements.

  • Developer Mentoring

    We worked with an incubator program to mentor graduate teams on matters related to production, startup strategy, game design and commercial considerations of their games projects.