John Lacey is a gaming, culture and creativity professional with more than 20 years of experience across the MENA region, driving innovation within creative agencies and publishing teams. They founded FULL HP in 2024 to unite gamers, content, products and brands across contexts and currently serve as Chief Business Development Officer at Confidential. Previously, they led Tencent Games MENA as Country Manager (2020–2024), growing a one-person operation into a 50-person team across Dubai, Cairo, and Riyadh and driving revenue over 2.5 billion USD, and they led Level Infinite in the region (2022–2024). They have founded PLG (Power League Gaming) and NASR Esports and held senior roles at FP7 McCann, Leo Burnett, Momentum Worldwide, and Hug Digital, and studied at The University of Hull from 1997 to 2000.
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