At GridAKL we’re privileged to work alongside a vibrant community of changemakers, and few embody that spirit better than the team at GeoAR Games, one of Aotearoa’s leading games for change studios. A longtime resident of GridAKL, GeoAR Games is on a mission to create playful, purpose driven technology that inspires learning, creativity, and social impact.
We recently caught up with Holly Franklin, Head of Strategy at GeoAR Games, following her recent win at the 2025 GameHERs Awards, where she was recognised for “Impact Through Education.” Her journey with GeoAR is as dynamic and multi-layered as the games they develop, filled with passion, purpose, and play.
Photo / Supplied
From Maternity Leave to Making Moves
Holly stepped into her strategic leadership role at GeoAR Games following maternity leave, supported by CEO Melanie Langlotz, who saw the value of embedding flexibility into leadership. Since then, Holly has embraced the fast-paced, hat-juggling nature of startup life, thriving in a role that fuels her broad interests and love for variety. “No day is ever the same,” she says, reflecting on the dynamic nature of her work.
Play as a Tool for Learning, Healing, and Leading
A staunch advocate for the power of play, Holly’s career has been rooted in exploring how playful methodologies can improve everything from investment decisions to team culture. Her Master’s thesis focused on how play can soften resistance and create safer spaces for learning and dialogue, insights she actively applies to her strategy work today.
“Play is therapeutic,” she explains. “It changes how we engage with material, creates safety, and gives people control. That’s a powerful space to learn, grow, and even heal.” From team-building workshops to storytelling strategies, Holly continues to shape GeoAR’s culture through playful, interactive methods.
Championing Gender Equity in Gaming
Holly’s commitment to education and equity doesn’t stop at the workplace. With a scholarship from Aotearoa Centre for Enterprising Women, she’s currently working on a PhD exploring gender and entrepreneurial finance in the gaming industry, a sector she notes still overwhelmingly underrepresents women, both on-screen and behind the scenes.
Photo / Supplied
“All our kids are playing games that often don’t show women in positions of power, or at all,” she explains. “That’s not by accident. Women aren’t getting funded to make games. In 2021, male-led studios received millions in funding, while female-led teams got just a fraction of that.”
Her research is digging deep into the systemic funding gaps and how early-stage investment can shift the trajectory for women in gaming—from development to leadership.
A Safe Space for Women Gamers
Communities like the*gameHERs have been a game-changer for Holly. As a networking platform designed specifically for women gamers, it provides a safe, supportive space in an industry often rife with online harassment.
“It’s a place where you’re celebrated, not just tolerated,” Holly says. “Whether you’re looking for collaborators, game testers, or just someone to play with, it’s about building a positive, thriving community.”
She also highlights the other women recognised in her GameHERs Awards category, many of whom are working in schools or setting up tech clubs to empower youth. “They’re building an ecosystem,” she says, “one that welcomes people of all ages and stages.”
Collaboration, Connection, and Community at GridAKL
Holly credits GridAKL as a major source of professional and personal support. “It feels like home,” she shares. “It’s a space where you’re constantly learning, from casual hallway chats to unexpected collaborations. You bump into someone, have a yarn, and suddenly a new project is born.”
She also stays connected to the broader games ecosystem through associations like NZGDA and newsletters from local industry groups. “There’s so much happening, it’s good to have that collective voice and a go-to place to stay informed.”
Want to Get Involved?
GeoAR Games is always looking for ways to involve the wider community. Whether you’re a game tester, an educator, or someone with an idea for a playful digital experience, they want to hear from you
Photo / GeoAR Games Blogspot
The team is also launching a new “giving back” initiative for schools, creating opportunities for student-led scavenger hunts and educational game development. “If you’re part of a school community and want to get involved, reach out!” says Holly.
For updates, opportunities, and collaborations, keep an eye on GeoAR Games’ Facebook page or reach out via email.
