2026/08 - Expanding your Audience without Alienating Existing Ones (Tülay McNally - Scopely)

As games reach increasingly global and diverse audiences, leadership teams face a recurring challenge: how to expand reach and relevance without fragmenting communities, diluting creative intent, or triggering costly backlash late in development. Tülay currently leads Play4All at Scopely, a company-wide initiative that helps teams embed inclusive design into decision-making, governance, and production frameworks—so participants to this workshop can expect audience expansion approaches through accessibility, representation, and stronger player connection without compromising creative integrity. This workshop is designed for senior leaders who make strategic decisions about product direction, brand positioning, and organisational priorities. It focuses on how, inclusive content decisions, accessibility and social experience design intersect with business outcomes and what leaders can do to create the conditions teams need to navigate these trade-offs effectively. Rather than focusing on messaging or policy, the workshop equips executives with practical decision lenses and governance approaches that help teams design for broader audiences while protecting coherence, credibility, and long-term value. From August 31st to September 3rd - 9:00am-11:00am every day (CET Time) - Remote training 1. Market Expansion through Access 2. Brand Integrity and Cultural Credibility 3. Retention through Social Connection 4. Operational Excellence and Leadership