Luella is the Games Festival Manager at SXSW Sydney. Each year she produces a showcase of over 120 international indie games, networking events and an investment summit for game developers. As a passionate gamer and cultural event producer, she aims to platform indie game devs and their work through festivals and curated events.

She started as a science communicator and program producer at the Powerhouse Museum and Sydney Observatory and quickly found her passion lies in games, music, tech and arts activations that highlight the achievements of emerging artists and developers. Through her work, Luella has focused on showcasing Australian games to international audiences, providing developers the opportunity to pitch to publishers and elevating the local games industry.