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I was a mathematician and an educator before I came into this space.
I swapped the classroom for the Twitter dungeons, trading chalkboards for timelines and students for token holders.
Different audience. Same problem.
Explaining complex systems to people who don’t always want to hear the answer.
That background shaped how I approached crypto from day one. I cared less about narratives and more about whether systems actually worked. Whether incentives held up once real users arrived. Whether the maths survived contact with behaviour.
That instinct is what led me to found and lead tokenomics at Animoca Brands.
Over the years, I had the privilege of working across some of the most meaningful ecosystems in the space. Not as post-mortems, but as live systems evolving in real time.
Yuga Labs with $APE.
Pixels with $PIXEL.
Igloo Inc with $PENGU.
Open Campus with $EDU.
Mocaverse with $MOCA.
Alongside quieter work with large institutions and global operators that don’t announce themselves on crypto Twitter.
Different sectors, different goals, different constraints.
But a shared challenge.
The models were rarely the issue.
Execution was.
Tokenomics, when delivered purely as advisory, has a structural ceiling. You can design a system, flag risks early, and still watch the token become treated primarily as a launch event instead of a long-lived product.
Once a token goes live, pressures compound.
Incentives drift. Emissions get stretched. Liquidity optics start doing work they were never meant to do. Not because teams are careless, but because the system wasn’t designed to absorb reality from day one.
That’s not a failure of intent.
It’s a limitation of structure.
After nearly five years of building, advising, and learning inside live ecosystems, it became clear the constraint wasn’t intellectual. It was ownership. Advisory lets you diagnose the problem, but you don’t fully own the outcome.
That’s why I shifted my focus into launching Animoca Labs.
Labs exists to sit inside execution.
Where token design, product design, and go-to-market are built together.
Where tokens are treated as products with product sweet spots, not financial wrappers launched in isolation.
Innovation here isn’t novelty.
It’s building systems that don’t rely on constant emissions, explanations, or optimism to stay alive.
For someone like me, from fairly humble beginnings, that opportunity isn’t something I take lightly. This shift wouldn’t have been possible without the trust and support from Animoca leadership, especially Yat Siu, and others who believed this space needs fewer opinions and more owned outcomes.
If you’re building something real
Already live or close to it.
Showing early PMF, real users, or actual revenue.
And you’re more interested in fixing hard problems than running another launch cycle.
That’s exactly the kind of work Animoca Labs exists for.
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