It Changed My Life: Playing her way into the big league of gaming

Growing up, Ms Elicia Lee was an avid gamer. She graduated with a degree in psychology but never gave up on her passion. Today, she runs GameStart Asia, Singapore's biggest gaming convention.
Ms Lee with her team of organisers for GameStart 2015. Ms Lee promoting the Dead Space video game while working for Electronic Arts. Ms Elicia Lee, a psychology graduate, cut her teeth in a few industries, including food and beverage, hospitality and
Ms Elicia Lee, a psychology graduate, cut her teeth in a few industries, including food and beverage, hospitality and property, and in a government agency, before becoming Singapore’s queen of e-gaming. Her company, Eliphant, organises GameStart, one of South-east Asia’s biggest gaming events, and runs e-sport organiser BEast of the East. ST PHOTO: KUA CHEE SIONG
Ms Lee with her team of organisers for GameStart 2015. Ms Lee promoting the Dead Space video game while working for Electronic Arts. Ms Elicia Lee, a psychology graduate, cut her teeth in a few industries, including food and beverage, hospitality and
Ms Lee promoting the Dead Space video game while working for Electronic Arts. PHOTO: COURTESY OF ELICIA LEE
Ms Lee with her team of organisers for GameStart 2015. Ms Lee promoting the Dead Space video game while working for Electronic Arts. Ms Elicia Lee, a psychology graduate, cut her teeth in a few industries, including food and beverage, hospitality and
Ms Lee with her team of organisers for GameStart 2015. PHOTO: COURTESY OF ELICIA LEE

She now has a finger in every e-gaming pie, but Elicia Lee took a roundabout route to success

Six years ago, Ms Elicia Lee and her colleagues were retrenched from the marketing department of Electronic Arts (EA), one of the world's biggest gaming companies.

The management wanted to concentrate on bigger markets, and felt that Singapore was too small and lacked potential.

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A version of this article appeared in the print edition of The Sunday Times on October 27, 2019, with the headline 'Playing her way into the big league'. Print Edition | Subscribe