Justin Lucas

At GR1D Network / 1KIN, I led ecosystem growth and partnerships at the intersection of product, culture, and Web3 adoption-focused on turning emerging tech into real user behavior. Scaled the partner ecosystem from 12 to 240+ active gaming studios by designing full-stack go-to-market, incentive, and onboarding strategies.

• Worked directly with stakeholders at Amazon to become the first Web3 company to list a digital Web3 item on Amazon.com, validating mainstream distribution for on-chain assets.
• Architected a landmark D√≠a de los Muertos SocialFi campaign with Reddit and Jarritos, blending culture, collectible avatars, and community engagement, generating 16M+ impressions globally.
• Launched GR1D Terminal, enabling 14 cross-chain games to onboard users through a single gamer-centric portal.
• Grew GR1D Arena to 48,000 users in under 12 months through targeted, organic ecosystem and community-led growth initiatives.

At Infinite Games, I led global marketing and go-to-market strategy across Web3-native and traditional gaming audiences, operating at the intersection of product, brand, and blockchain adoption.

• Led and scaled a cross-functional marketing organization spanning Brand, PR, Community, Social, and Growth, owning strategy and execution across all launches.
• Owned the annual marketing budget, aligning spend with user acquisition, brand growth, and platform adoption goals.
• Defined and executed go-to-market strategies for multiple Web3 gaming initiatives, including blockchain education, ecosystem messaging, and player onboarding.
• Built and operationalized marketing processes, policies, and org structure, improving execution speed and cross-team alignment.
• Identified and secured strategic partnerships to support upcoming game launches and platform growth.
• Crafted and pitched platform and launcher opportunities to partners, customers, and investors, supporting business development and fundraising efforts.
• Recognized as 1 of 50 "Game Changers" in Web3 gaming by Polkastarter.
• Supported METALCORE, which received 8 Web3 Gaming nominations in 2022, helping position the title as a category-defining Web3 game.

Led global publishing operations and platform partnerships, working directly with internal studios, external developers, and first-party platforms to support successful worldwide game launches.

• Owned end-to-end publishing execution for 300+ mobile game titles, partnering with studio, production, and marketing teams to drive coordinated global launches.
• Managed relationships with first-party Mobile platforms and emerging distribution channels, securing visibility, alignment, and launch support across platform ecosystems.
• Delivered premium first-party placement by optimizing storefront assets, marketing metadata, screenshots, and launch timing in collaboration with platform partners.
• Partnered with production teams and external developers to design platform-specific programs focused on increasing installs, retention, and monetization. Increasing installs by over 500k and retention D30 by 7%
• Acted as primary point of contact for Mattel and its vertical brands across production and first-party publishing processes, ensuring consistency and execution quality.
• Translated platform policies, features, and guidelines into actionable guidance for internal teams, reducing launch risk and improving performance outcomes.

Led first-party platform strategy and digital storefront execution across console ecosystems, driving revenue growth, premium placement, and large-scale marketing partnerships.

• Owned strategic and day-to-day relationships with Sony Computer Entertainment America, Microsoft, and Nintendo of America, serving as the primary point of contact for BNGA across all first-party initiatives.
• Ensured accurate and on-time digital promotions across PlayStation Network, Xbox Live, and Nintendo eShop, supporting both digital and physical title launches throughout the fiscal year.
• Led product submission and approval workflows across Digital Content, Marketing, and Retail teams, streamlining internal and external communications to ensure timely releases.
• Spearheaded premium product placement for key retail and media-driven events across North and South America.
• Secured $15M+ in lifetime hard and soft dollar marketing support through strategic first-party partnerships.
• Drove digital revenue growth from ~$15M annually (Japan-led) to $65M+ (US-led) in under three years by leveraging first-party relationships and platform best practices.
• Improved cross-functional execution and marketing quality by implementing new digital marketing processes and performance benchmarks.

Global ops, discipline, cross-cultural leadership