Mathijs van der Kroft

Mathijs van der Kroft is a Lecturer in Online Marketing at Breda University of Applied Sciences, specializing in marketing strategies for the video game and entertainment sectors. He concurrently serves as Marketing Manager at The Creative Lab and marketer for Cradle, focusing on branding and digital positioning. His professional experience includes roles at major game publishers like Namco Bandai Games, Bethesda, and Capcom, managing campaigns for franchises such as Tekken, Fallout, and Resident Evil. He teaches courses on marketing planning, ethics, and social media strategies to International Media & Entertainment Management students.

Research interests center on online marketing innovations in gaming and entertainment, leveraging digital platforms like HoloLens and VR technologies. He contributed to the Samsung Virtual Reality project (2016), exploring VR content creation. Notable publications include analyses of esports during the pandemic and collaborative game projects using motion capture and 3D art.

Labs/Teams: Active in The Creative Lab’s marketing team and Cradle’s marketing initiatives. No formal awards or student advisement listed.