Tiina Zilliacus’ last name brings to mind the long-gone days of gladiators and Greek warriors. And in many ways, the Finnish tech entrepreneur has launched herself into a battle of sorts. Leaving the security of the corporate world, with three years of hard work and preparation behind her, Zilliacus has suited up to enter the male-dominated fray of gaming. “What I have initiated is not currently in the scope of most game developers. Within the next five years, instead of Coke and pizza, I hope more of them will become genuinely interested in health. When this happens, we’ll be there with cool employee opportunities,” she adds with a smile.
Following the career path her parents valued, Zilliacus knew she would go work for the big brands. After receiving a business degree from the Helsinki School of Economics, Finland, the dutiful and driven daughter did just that and spent 11 years at the Finnish tech giants, Nokia and Sonera, focusing purely on business-to-consumer (B2C) services such as management of online shops. A consistent thread of supporting consumers in mobile, online and digital environments has run through all her positions.
And yet, despite a clear future of fulfilling and secure corporate opportunities, Zilliacus knew her personality type was meant more for the smaller start-up environment. “I’ve always had something of a fearless adventurer attitude and love a certain amount of risk, so by my early-to-mid 30s I started seeking out CEO roles in the start-up world.”
For the next five years, she moved seamlessly among three start-ups, one mobile phone photo and video service (Futurice) and two gaming firms (Apaja Online Entertainment and Ironstar Helsinki), where she was Managing Director and CEO, respectively.
During her corporate life and especially the stressful years of start-up management, Zilliacus turned to yoga as a form of release. “First it was just a hobby, but quickly became a way of life. I’ve always made time for yoga and been on a lot of retreats. I’m even certified as an instructor.”
The gaming sector in Finland, as in most places around the globe, is male-developer driven. While this bothered Zilliacus, who herself is not a developer, she saw a clear opportunity: “They make games that they would like to play although 55% of casual and mobile game customers are female. I realized that I actually could use my professional competence and understanding of what women like in terms of entertainment to fulfill the needs of a major target audience that the market was not addressing.”
Zilliacus decided to start a business driven by her own values and her devotion to yoga provided the spark of inspiration. “Not many people have the digital and management experience that I have and understand yoga and the well-being world as much as I do. I decide to merge my professional knowledge with my passion to create a gaming business targeting women 25 years and older.”
And so as the next iterative step in her career, she set out once again but this time to found her own gaming studio focused on fun mobile “free2play” games aimed at women with the unique underlying theme of wellness.
The last three years have not been easy. They were spent building a strategy, laying the groundwork, seeking angel and seed investment, and recruiting former colleagues to the team. As the 40-year old Zilliacus explains: “I’ve been married to this company. It wakes up with me on Saturday morning, my weekends, my nights…when you are so invested in bringing something like this to life, you give up not only your time but your mind space. As a yogini and wellbeing enthusiast, it took me two years to accept that there is a time that I just need to let all of this happen to me even though it’s work. But because it relates so much to my personal experiences, I can never describe it as work. It will simply take as long as it takes as long as I am where I want to be. That’s the attitude and mental model I needed to adopt and once I did that, everything fell into place.”
But the hard work has paid off. Gajatri Studios’s first simulation or management game, Yoga Retreat, is just recently available from the Apple App Store. Along the lines of Animal Farm, the mechanics of the game are familiar. Zilliacus has intentionally aimed to keep it accessible and not so difficult that it becomes hostile for the user. Players can access yoga poses, unlock small daily meditations, and challenge friends as they manage, expand, and customize their very own yoga retreat on a paradise island.
Zilliacus’ company has attracted the support of two Finnish female angel investors and a family-owned investment office that are drawn in by the health features within games. Her two co-founders are from Rovio, the makers of Angry Birds: “Games guys are open minded. They like to do stuff that reaches out to people so the first motivation is that they like the plan that there is a different type of business strategy and therefore also leadership style in what you do”.
Gajatri Studios’ business model is sustainable and incorporates a wide theme of health and wellness that can molded into different content. Future games will look at food for instance and there is an opportunity for synergies with the forthcoming IOS8 platform and its Health Kit. “As the Apple platform evolves, we plan to utilize different opportunities in our games. For example, we could offer yoga challenges that we can verify have been completed because the user is wearing an iWatch or something like that. Essentially integrating some real life activity into a game, that’s the wider idea,” Zilliacus explains.
The female gaming entrepreneur, one of few in Finland, is optimistic of what lies ahead but acknowledges with these types of companies, funding must be sought out all the time. “It’s a continuous process and depending on which stage you are in, you know the sums are dependent on that. That’s part of the entrepreneurial life, until you are successful, you are every once in a while almost out of funding and when you are successful, you don’t need it any longer. You just need to go on until you reach that certain critical point.”
Zilliacus will know in a few weeks if she has hit that critical point as sales stats from Apple App Store are reported. But regardless the journey is what counts and of that she can surely be proud.
Tips from the Finnish gladiator of gaming:
- Really be clear that the core of what you interested in is what you strive towards. It’s so much hard work to launch a business, make sure you like what you do and that you are good at it. Understand your strengths and weakness. If those elements are present, then it will be easier. Be grateful of what you get to do, not many people have the same opportunity.
- Be persistent. Don’t get easily discouraged. There are so many people who are not going to help you, you need “sisu” (uniquely Finnish expression for grit) to get past the non-believers and be able to do things on your own. You won’t always get approval, but you must sustain.
- Surround yourself with people with integrity.
- Find a way to relax every day, clear your head in an efficient way. This enables you to focus on what is essential the next day.