Game-U, a US-based EdTech company focused on developing digital and coding skills among K-12 students, has appointed Lachlan James as its first Chief Marketing Officer (CMO). James will lead the company’s marketing and communication efforts, bringing in-house expertise to drive growth as the firm looks to scale its operations.
Game-U, founded 11 years ago by Michael Kawas, provides extracurricular programs that transform students’ passion for gaming into STEAM skills, preparing them for careers as software engineers, game developers, and designers. Although the company has grown steadily since its inception, marketing has primarily been managed by external agencies. The new CMO role will focus on strengthening the brand and accelerating its expansion.
Michael Kawas, Game-U’s CEO and Founder, previously worked in the video game industry as an artist and art director. His portfolio includes successful projects like Star Wars: The Force Unleashed I & II for LucasArts and Sly Cooper 4: Thieves in Time for Sony.
Lachlan James, prior to joining Game-U, held senior marketing roles with various tech companies, including Vivanti Consulting, VisualCortex, and Operoo. During his time at Operoo, an Australian EdTech startup, James helped the company grow in the US K-12 market, leading to its acquisition by SchoolStatus in 2021. This experience aligns closely with the mission of Game-U, which aims to bridge the digital skills gap.
James pointed to a National Skills Coalition study that revealed 92% of jobs now require digital skills, yet a third of workers lack the necessary competencies. He sees Game-U as a vital part of addressing this challenge by offering better learning opportunities to the next generation.
James also noted that Game-U is entering an exciting growth phase. Historically, the company has engaged directly with parents and worked with Support Coordinators and Support Brokers to provide programs for students with special needs. Now, Game-U is also collaborating with educators to offer its courses as extracurricular options in schools and districts.
Reflecting on his career, James believes his experience working for global tech companies, especially in the education sector, has equipped him with the necessary skills to help Game-U navigate both B2B and B2C marketing landscapes. He is eager to contribute to the company’s expansion and mission of delivering educational outcomes that extend beyond financial success.
