Elena Höge – Womenize! – Inspiring Stories
Womenize! – Inspiring Stories is our weekly series featuring inspirational individuals from games and tech. For this edition we talked to Elena Höge, Founder of Yaldi Games. She speaks about her path from business and IT studies to founding Yaldi Games, combining her love for nature with gaming, and emphasizes the importance of market knowledge and design choices for funding. Read more about Elena here:
Hi Elena! Your journey from studying International Information-Systems Management in Germany to founding Yaldi Games in Scotland is incredibly inspiring. What motivated you to pivot from a technical and business background to game design and entrepreneurship, and how has your academic and professional journey shaped your vision for Yaldi Games?
I was 16 when I decided that I wanted to found my own games studio, but it wasn’t clear to me how to get into games. The industry was not very transparent, and there were only programming courses – even the ones about game design were practically programming. And since that wasn’t an option for me (I was terrible at maths and we didn’t have proper programming classes back then) I had to find a different route. So I decided to study International Informations-Systems Management since it combined Business and IT. Of course I didn’t know back then that video game programming was very different from general “IT” haha. But I picked up some valuable project management and business skills, which have become my strength now. Since I didn’t get the game experience in my Bachelors, I decided to pursue a Masters in that area – but most Masters required a portfolio and a Bachelor in a game related subject, which I didn’t have. Luckily, the University of Edinburgh had a course called “Design and Digital Media”. We learned 3D modelling, video recording/editing, and game design & development, and were free to choose our own projects, which gave me the chance to create 3 small games and get the experience I needed.
So I always had that entrepreneurial mindset, and was on a mission to get the experience I needed, both in business and design, that would allow me to run a studio. In this time and day, a solid understanding of business is critical even for game devs. Studios don’t run on dreams alone, they require a solid business foundation and market/customer understanding.
Wholesome – Out and About promotes a unique concept of blending cozy gameplay with real-life inspiration for nature exploration, cooking, and crafting. How did you come up with this innovative idea, and what role does your personal connection to nature play in the design process?
Ever since I played Assassins Creed (also at 16, which is when I decided I wanted to make games) I realised that fun gameplay and interesting knowledge can be merged seamlessly, and so I decided that this was the “gap in the market” I wanted my company to focus on. That’s because I always loved learning – in school my favourite subjects were history and biology. So once I discovered foraging in 2019, I fell in love with this kind of nature adventure. I learned to identify dozens of species, gathered them, made tees, tinctures, jams, syrups and meals. As a gamer you know that exploring and gathering are things we do all the time. But games never used the real plants or taught me how to identify them, so I quickly realised that I wanted to make a game that would integrate this knowledge. So Out and About stems from my own hobby and passion, and is built on my personal knowledge of and connection to foraging. It contains over 100 real plants and mushrooms, over 150 factual recipes and lots of knowledge on sustainability, climate action and climate resilience. All of this makes it more than a game – it’s a way to enrich players’ lives.
As a recipient of numerous prestigious grants and awards, you’ve proven that innovative ideas can gain significant support. What advice would you give to aspiring game developers and entrepreneurs looking to secure funding for their projects?
I would start with the basics, which go back to business: spend a significant amount of time deciding your games 1. genre 2. customer 3. market.
A lot of games are started because of the devs personal passion. But it’s important to validate the concept against other consumers’ interest too. A solid understanding of “Who is my customer?“, “What do they play?“, “What do they enjoy about these games?“, “What are they missing about the existing games?“, “Who are my competitors?“, “How can we stand out?“, “How do we reach our customers?” is very important. Each choice you make regarding things like design or art style has an effect on your market. It can narrow it – or it can increase it. If devs understand the effect of these choices, they can design more successful games. However, even if you do everything right, there just isn’t enough funding for games out there. I wouldn’t have been able to raise this much funding from grants if my game didn’t have such a strong learning and nature/sustainability theme.
But again, these were design choices that opened the doors to these grants. So my advice would be to be fully aware of grant funding available, and to be fully aware of what choices could be made to make your game more “fundable”. You can then still decide to not do it, but you will have options.
Thanks for this interview, Elena!
Elena’s links: LinkedIn
Womenize! – Inspiring Stories Feature by Madeleine Egger