A self-proclaimed numbers geek, Tim Moore-Barton, Chief Operating Officer at VGW, shares the importance of prioritising people in business, placing them at the heart of his approach.
Aspiring to one day design America’s Cup Yachts, Tim studied Engineering at Oxford University, spending his time playing with long equations and wind tunnels on his way to completing a Masters in Engineering. However, he later shifted his focus to a career in Strategy Consulting, which took him from London to France, and later, Australia.
What sparked this change of tack from Engineer to Strategist, and now, COO? Tim discovered a passion for working in and building great teams, and refocused his approach to prioritising people; both in business leadership and decision-making processes. “Everything is about people – from the customers that we strive to delight to the team members we have the privilege of leading,” he says.
Swapping Spreadsheets for People
As Tim progressed through his Engineering degree in those early years, he became increasingly interested in business, and felt that building a career in consulting would give him a good breadth of experience across industry sectors and sizes.
So, after finishing up his Masters and putting yacht designing on the back burner, Tim commenced the beginning of what would be 20 years – and counting – in strategy consulting, startup mentorship and leadership roles across the games sector, including CEO and Chairman positions. It was in these roles that he cast aside the Excel spreadsheets and discovered that true success in business ultimately hinges on understanding and empowering people, whether they are customers or team members.
Building on the central role that human relationships, teamwork, and empathy play in shaping strategic direction and achieving organisational excellence, Tim explains:
“In digital environments, customers have so much immediate choice, that understanding what they really want, and being able to deliver that seamlessly is critical to being successful. This means having a deep understanding of customer motivations, needs, frustrations and much more. Equally, to deliver these standout customer experiences you need a team that is aligned, motivated, empowered – so again on both sides everything comes down to understanding and engaging with people.”
As Tim progressed through his career, a lucky catch up with a former London colleague in 2021 led to a meeting with VGW founder Laurence Escalante. A week later, Tim started at VGW as Chief Strategy Officer.
It Begins at the Top
Tim says joining VGW as CSO was more than just a career move for him; it was a natural alignment of values and aspirations with Laurence.
“From my first conversation with Laurence I knew I wanted to work at VGW. His passion, vision and authenticity shone through. To have a company of this size, and this growth, still being founder-led is incredibly rare,” Tim says.
Tim views strategy as a team sport, working closely with Laurence and the Executive team, leveraging VGW’s unique position and dedication to its people, to carve out a path towards sustained growth.
“VGW has had huge success. The fun challenge now is deciding where to go from here. There are many spaces we want to play in, but strategy is all about making choices, and deciding what not to do as much as it is deciding what to do,” he says.
Central to this strategic approach is a robust research function, which gathers insights on market trends and other factors, guiding strategic decisions with data-driven precision.
Leading With a Vision
Recognising the paramount importance of seamless customer experiences, Tim advocates for a holistic approach to operations, breaking down silos and fostering collaboration across departments. By empowering teams with clear responsibilities and the autonomy to innovate, VGW aims to not only meet but exceed customer expectations, driving meaningful outcomes and solidifying its position as a leader in the online social games industry.
VGW encompasses a talented and dedicated global team, and has grown fast, requiring teams to remain proactive and evolve quickly so as not to lag operationally. Tim views these opportunities as a way to transform and evolve, by staying ahead of the game, investing in smarter technologies, streamlining processes, and as always, maintaining a renewed focus on customer-centricity.
Looking Ahead
As VGW charts its course forward, Tim remains steadfast in his commitment to driving excellence at every turn. With a keen eye on emerging trends and a passion for innovation, he envisions a future where VGW continues to delight its customers.
With a unified vision and a culture centred on collaboration, VGW is well-positioned to seize tomorrow’s opportunities. This readiness stems from strategic foresight and operational expertise, both cultivated through a dedicated emphasis on prioritising people and customers.
