Roger's Blog

Despite spending most of my career in "big tech" companies, I’ve always had the entrepreneurial itch—an urge fueled by memories of my late father, who remained self-employed his entire life. In 2007, I finally took the plunge and joined a start-up: Game Domain International, a digital download technology company.

It became the most educational and challenging period of my career.

After leaving Activision in 2006, I teamed up with a group of talented technologists and I became the CEO. We built a lean team, focused on developing innovative technology and forging a strong network.

At the time, digital downloads accounted for just 5% of the market. Steam was in its infancy, Xbox Live had just launched, and PSN was non-existent. We knew we were in the right space, but the industry was still the Wild West. While publishers and developers showed interest, securing meaningful commitments was a challenge.

Our technology used intelligent algorithms to analyze gameplay patterns, dynamically downloading only the necessary game data as needed. We were developing AI-powered solutions before we even knew to call them AI! To train the system, our team had to play every game we signed—over and over again.

Which brings me to Tomb Raider Legend.

Of all the publishers we worked with, Eidos was the most willing to embrace our vision. They granted us access to Tomb Raider Legend in exchange for marketing support on our platform. As a result, I have likely played Tomb Raider Legend end-to-end more than any other game. Even now, I can hear Lara Croft’s voice in the opening cutscene: “I think you forgot your climbing gear on purpose.” And “It’s like going up a set of stairs, only far less boring.”

When you’re a start-up, forming strong, reliable partnerships is critical. Eidos gave us the opportunity to prove our tech with a high-profile IP, while we provided them with premium marketing exposure. It was a true exchange of value and a lesson in the power of strategic collaboration.

Start-ups, however, are inherently risky. Unfortunately, we ran out of funding before we could fully launch the service. During that time, I wore every hat imaginable—raising investment, securing office space, managing payroll, setting up board meetings, drafting contracts, selling, marketing, designing websites, hiring, writing press releases, and attending every conference I could. Everything fell on my shoulders. The lessons I learned during that time continue to shape my approach to business, even 19 years later, particularly in my current role advising and consulting with start-ups.

The truth is, you learn far more from failure than success. Don’t be afraid to fail—just do it quickly, adapt, and move forward. Each failure becomes armor. Or, in true Tomb Raider fashion… twin pistols.   

Special Thanks: Andrea D’Orta, Patrick Lorkin, Tim Ponting, Rob Donald, Gina Jackson, Simon Burridge, Finbar Hawkins, Tom Guy, Mike Russell Hills