founder · producer · writer
Sara Veal
Community producer, people strategist, and writer. Founder of huhbub. Chair of GamesAid. Based in Southampton, working everywhere.
career
the journey so far
Twenty years across journalism, publishing, games, and cultural production — always at the intersection of people, story, and community.
Started in journalism — writing for The Jakarta Post, The Guardian Tanzania, and The Phnom Penh Post — before moving into publishing at Atlantic Books and Harlequin. Learned storytelling, audience building, and how to champion voices that deserved wider reach.
Joined Failbetter Games as Marketing Manager, leading a £170k Kickstarter for Mask of the Rose. Fell in love with narrative games — and with the creativity, care, and community that indie studios can embody when they're resourced properly.
Built workplace wellbeing infrastructure at Uplift Games as Workplace Experience Manager, creating data-informed culture programmes that contributed to Best Places to Work recognition. Where policy, care, and culture intersect in practice.
Weaving together community production, advocacy, and governance. Chair of GamesAid, culture and community producer, writer, and facilitator. Designed and delivered fair employment workshops for the screen industries. Based in Southampton, working everywhere.
on representation
"Who gets to make games determines whose experiences become playable — whose stories feel universal, and whose joy, pain, and complexity we recognise as fully human."
True representation means Black, Asian, and marginalised creatives aren't just hired to add "diversity". We're trusted to lead, to shape culture, and to be compensated fairly for that labour. It means recognising community building and inclusive practice as strategic expertise.
on community
"Find your people. Build connections rooted in mutual respect and care — they'll outlast any single role."
The Unsung Hero award at Game Dev Heroes 2025 was collectively nominated by peers and former colleagues. Not for a shipped title — for the care work that usually goes unseen: wellbeing check-ins, quiet advocacy, showing up consistently for people.
writing
on the page
Published across journalism, fiction, and creative non-fiction. Currently working on a personal essay collection and a YA fantasy series. The Curious Mermaid is her Substack.