Rhys Elliott is Alinea Analytics’ head of market analysis. Rhys has been unpacking the games industry for almost a decade now, with roles across Newzoo, Nielsen, and MIDiA Research. As a consultant, Rhys has worked with tech giants like Google and ByteDance to help unpack market trends. He has also done work for Riot Games, Amazon, LEGO, and a major global investment management firm – among others. Rhys is passionate about a fairer, more sustainable games market. His main expertise areas are console and AAA games, but he’s obsessed with all things gaming and games business. His favorite game changes on a monthly basis, but right now it’s Blue Prince.