I had great mentors. Now I want to be one for you.
15 years in games production across mobile, console, AAA, live ops, and the publisher side. Whether you're stuck at the same level, dealing with roadmap chaos, or scaling a studio without burning out your team — this is where you find the real answers.
~ hi, I'm Alexi ~
~ hi, I'm Alexi ~
I'm building the thing I wish had existed.
Thai, based in Canada, and I've spent 15 years in games production across mobile, console, AAA, live ops, and the publisher side. Most recently as Lead Live Producer at Netflix Games.
I was lucky. I had great mentors who showed me how the games industry really works — including things you only learn from the publisher side. The greenlight conversations. The things studios don't hear. The stuff that actually moves careers forward.
Now I want to be that person for you. That's what Soft Launch Collective is.
What makes this different.
Four things you won't find in the average cohort, course, or coaching package.
Publisher perspective
Most production education comes from the studio side. I spent years inside a major publisher — in greenlight meetings, milestone reviews, and conversations studios rarely hear.
Real, current experience
Not theory. 15 years of real production experience means I'm sharing what actually moves the needle in games today, not what worked a decade ago.
Small on purpose
Every program is capped at 10 people. Not because we can't handle more. Because you deserve to actually be known — real conversations, real feedback, not a webinar.
Built for people like me
The games industry wasn't built for everyone. I know that firsthand. So I'm building the thing I wish had existed — warm, honest, for producers figuring it out without a clear path.
Here's how I can help.
Three tracks depending on where you are and what you need.
Senior production where you need it.
Production Audit & Assessment
Something isn't working in your process, tools, or team dynamics. I come in, listen carefully, and give you an honest picture of what's actually happening — then a clear prioritised plan to fix it.
Fractional Producer / Production Director
A senior producer in your corner, part-time. I embed with your team, mentor your producers, and help build the processes and culture that make great games.
AI & Tooling Optimisation
JIRA chaos? No real AI strategy? Simplify your production tooling, build a real AI strategy, and make tooling transitions actually manageable.
Women in Games
Mentorship, workshops, and real conversations about advocating for yourself and building teams where everyone belongs.
Career support that actually moves things.
1:1 Career Coaching
We figure out where you want to go and build a real plan to get there. Monthly sessions, resume and LinkedIn review, and async support between sessions.
Resume, Portfolio & Interview Prep
Everything you need to make your application stand out — whether you're breaking in fresh, pivoting from design, or moving from mobile to console.
Just got laid off? You are not alone.
I've been laid off. I know how it feels. I've also been on the other side of that decision. Layoffs in games are rarely about performance — good people are getting caught in a contracting industry. If that's you right now, I want to help.
Learn together. Grow together.
Small live programs for producers who are ready for what's next. Max 10 people. Warm, honest, and actually useful.
Level Up
It's not about how hard you work. It's about how hard people see you work. It's about attitude. And every boss is different.
Level Up is me sharing all of it with you — openly, honestly, in a small group with people who get it.
- You're a senior producer ready to become a lead
- You're a junior producer pushing for promotion
- You're great at execution but struggle with the people stuff
- Nobody has told you what the next level actually expects
- A clear picture of what leadership is actually evaluating
- Real tools for managing people for the first time
- Confidence to have the conversations that change things
- A plan for your next step, and the words to go with it
Production 101
The games production course I wish had existed when I was starting out. Not the textbook version. The real one.
Coming June 2027. Join the waitlist to get first access and early pricing.
- You want to break into games production
- You're a designer thinking about moving into production
- You work in mobile and want to understand console
- You just got your first role and are still piecing it together
- What a producer actually does (honest answer)
- The full production pipeline — mobile vs console
- Tools, process, and thinking like a producer
- How to get the job and what to do once you have it
I write about what production actually looks like from the inside.
The stuff that doesn't make it into job descriptions or LinkedIn posts. Join the list and I'll send it directly to you.
I love talking about this stuff.
Games production, career development, women in games, and what it actually takes to build good teams.
What game producers actually do — and why it matters
Demystifying production for developers, studios, and anyone trying to understand how games get made. Honest, practical, no jargon.
Scaling production teams — from 3 people to 400
What works at small scale that breaks completely when you grow, and how to build processes that actually scale with your studio.
Women in games production — navigating and thriving
An honest conversation about what it's actually like, what needs to change, and how to advocate for yourself without burning out.
The publisher's perspective — how games really get greenlit
What publishers are actually evaluating, how deals get structured, and what separates the pitches that get funded from the ones that don't.
AI and the future of games production
How AI is changing production workflows — what's real, what's hype, and how studios can actually use it well.
Breaking into games production in a contracting industry
The honest guide to getting in, staying in, and building a career in a difficult moment for the industry.
Let's talk.
Want to work together, join a program, or just say hi? I'd love to hear from you. I read every message.
Send me a message
Fill this in and I'll get back to you within 2 business days.