Who we are
A passionate team dedicated to shaping guest‑centred sporting experiences that strengthen connection, elevate performance, and deliver meaningful commercial outcomes.
Our founder and strategic lead
The Game Experience Group is led by Louise Lao, a purpose‑driven experience strategist who believes in putting guests at the heart of everything we do — helping sporting organisations shape a better sporting experience through guest‑centred design, operational uplift, and human‑centred delivery.
Louise has spent her career designing guest‑centred cultures across global hospitality, integrated resorts, and major events — always with a focus on elevating the guest journey and delivering meaningful commercial outcomes.
Her strength lies in bringing clarity, warmth, and intention to complex environments. She has led large, diverse teams; shaped end‑to‑end guest experiences; and delivered transformation programs that uplift service, strengthen capability, and create environments where teams feel confident and proud of what they deliver.
Louise founded The Game Experience Group to bring this blend of strategy, operational depth, and human‑centred design to sporting organisations and events — helping partners create experiences that feel seamless, memorable, and commercially impactful.
How our approach stands apart
We put the guest at the heart of everything we do — creating experiences that feel seamless, human, and commercially impactful.
Our approach blends guest‑centred design, digital journey expertise, and operational uplift — purpose‑built for sporting organisations and major events.
What makes us different
• Guest‑centred from the start
• Commercial outcomes built in
• End‑to‑end journey design
• Operational uplift
• Digital + physical integration
• Learning & capability uplift
• Purpose‑built for sporting events
Challenges we help solve
Here are examples of the challenges we work through — and solve — with our partners
A desire to deliver a better sporting experience, but needing the guest perspective
- We bring the emotional, practical, and commercial lens that’s hard to see from inside the sport.
Limited visibility of the full guest journey
- We map it end‑to‑end and reveal friction points and opportunities.
Disconnected digital and physical experiences
- We integrate them so guests feel supported and the experience feels seamless.
Teams who know sport, but not always guest experience
- We uplift capability so the experience is delivered consistently and confidently.
A need to improve commercial outcomes without compromising the sport
- We design guest‑centred experiences that strengthen connection, revenue, and long‑term value.