Jen MacLean

Jen MacLean is the CEO and Co-Founder of Dragon Snacks Games. She got her start in the games industry as a playtester at legendary game studio MicroProse, and from there she built her lifelong love of video games into a successful career managing development of award-winning games, leading partnerships worth billions of dollars, and creating ground-breaking entertainment strategies. Most recently, Jen was the General Manager of Creator Partnerships for Xbox, where her team managed Xbox’s largest partner relationships and Jen co-led content strategy for new initiatives.

Mind the Gap: Building Games for Underserved Players and Untapped Communities

Some of the biggest breakout successes in games didn’t follow the crowd—they followed the audience that everyone else overlooked. In this roundtable, Jen MacLean, founder of Dragon Snacks Games, will lead a candid conversation about what it takes to identify underserved markets, design authentically for them, and build sustainable studios by serving audiences that don’t already have 100 games built just for them.

Participants will share how they’ve discovered and validated emerging or underrepresented audiences—from cozy gamers to disabled players to overlooked regions or cultural niches—and how those insights shaped design, production, community, and go-to-market strategies. The roundtable will also discuss challenges like investor skepticism, team composition, and avoiding tokenism, while spotlighting the rewards of going where others haven’t. Whether you’re launching a new IP or rethinking your audience strategy, this roundtable will help you think more expansively—and practically—about who games are for, and how to reach them.