Daniel Bobroff is the founder and CEO of Coded Futures, a creative technology firm focused on retail, and formerly the founder and Investment Director of ASOS Ventures, the online fashion company’s venture capital division. In over two decades of being an innovator, entrepreneur and investor he has pioneered advertising in video games, developed chart topping games, and become a leader in the world of retail and fashion technology. Following his time with Young and Rubicam, Daniel built Microtime to pioneer the concept of in-game advertising – ‘selling Sonic to admen’ - starting an advertising medium that would develop into a billion-dollar market. He also established one of the first digital advertising agencies, in a time before domestic internet use, which created hundreds of interactive campaigns around gaming for global brands. Close contact to the gaming world led Daniel to build and lead Deibus Studios, an international video games developer which became one of the top extreme sports game publishers, creating games for PlayStation, Xbox and Nintendo and achieving sales in excess of 50 million units. He has founded, invested in and led companies within a range of innovative technologies including virtual reality, mobile apps, e-commerce and ad-tech. At the World leading online fashion retailer ASOS, Daniel created the company’s venture capital arm. He was charged with identifying and investing in the latest innovations within retail and fashion technology. He built an enviable network of cutting-edge retail tech talent, developing partnerships covering the latest in marketing, production and customer experience. Now with Coded Futures, Daniel scouts for the latest innovations across retail’s entire value chain and offers insights into its technology driven future. From wearables to 3D printing and the changing nature of consumers and the high street, almost every aspect of retail has broader implications. He considers the demand for personal, immediate, and unique experiences; how all retail businesses have become technology businesses; the importance of a lean, innovative culture and how to attract and retain a new category of talent.