Mathijs van der Kroft

Mathijs van der Kroft is a Lecturer at Breda University of Applied Sciences' Academy for AI, Games & Media, specializing in online and social media marketing within the video game and entertainment industries. He concurrently serves as Marketing Manager at The Creative Lab and a marketer for Cradle, focusing on branding and digital positioning. His research emphasizes branded entertainment strategies for major franchises like Tekken, Street Fighter, and Resident Evil. He contributed to the Samsung Virtual Reality project (2016) as a Co-Investigator, exploring VR games and content creation.

Research interests include digital marketing innovations, esports trends during pandemic disruptions, and immersive technologies like HoloLens. He teaches marketing planning, ethics, and online strategies to International Media & Entertainment Management students. Collaborative projects include producing 'The Dancer Awakens' (2017), a HoloLens-based interactive game involving motion capture and 3D artistry.

His work bridges academic research with industry practice through corporate partnerships and applied marketing campaigns. Future efforts likely focus on evolving digital marketing tactics in post-pandemic environments and emerging VR/AR applications in entertainment.