tagSpace is a Mixed Reality software platform on which mobile and wearable applications may be built. It implements a brand new breed of location-based technology which augments reality with interactive 3D computer graphics, then integrates a powerful social interaction experience.


Our Team

Paul Simon Martin

CEO & Founder

With 20 years' experience in the videogames industry a BSc Hons in Computer Science and a background in software engineering, Paul has covered a wide range of roles from computer graphics specialist to technology director & videogames studio co-owner. He worked for world leaders in videogames such as Sony Computer Entertainment and Electronic Arts prior to founding and growing a successful AAA videogames studio to 120+ staff in 4 years. He is also a competitive ultra-marathon runner and triathlete.

Romi Gråhed


Romi is an experienced video game Producer who launched her professional career in the Australian games industry in 2005. After shipping several titles for licensed properties including Sonic, Shrek and Star Wars, Romi gained international experience (and a second language) when she joined the team at DICE EA Stockholm as a Development Director on the highly anticipated AAA game Mirror’s Edge: Catalyst. She has collaborated with reputable publishers including LucasArts, DreamWorks, Sega and Activision, and managed relationships with external teams around the globe. Her career is finely balanced alongside her many passions, including motherhood and a homestead in the heart of the Swedish forest.

Joshua Hansen

Server Architect

Joshua has over 15 years of experience in software engineering, specializing in server side solutions, particularly on the JVM. He has worked as a consultant developing consumer experiences for Fortune 500 clients such as MasterCard and Nike and has also been responsible for the architecture and creation of AAA videogame competition and social features. Joshua is passionate about software design, theory and scalability. When his head is not in The Cloud, he enjoys running, cycling & spending time with his family.

Simon Stebbing

Senior Developer

Backed by an Honors Electrical Engineering degree and 25 years experience in software engineering ranging from embedded gaming to full stack SaaS, Simon pushes forwards our developer toolsets and platform. He is a stickler for simplicity and usability, avoiding feature creep and getting things to market quickly. Simon loves development so much that even when he's walking in the mountains he's listening to podcasts from industry leaders.

Matthew Gibson

UX/UI Programmer

With an education background in Electronics and Business Programming Matthew has been working within the games industry over the past 8 years. Starting in the field of sports simulation he then worked on a number of AAA console titles and a variety of R&D projects for leading business innovators before moving into mobile game development and consulting. He is passionate about the many aspects of software development, mentoring and coaching the new generation of developers. When he is not programming or researching new games, he enjoys being outdoors, reading, brewing beer, and secretly watching bad reality TV.

Pam Nicholls

Experience Director

Pam has spent her time as a dedicated User Experience Designer working on a variety of products for console and mobile. With 12 years' of experience in the videogame industry, A Master's in Industrial Design and an art background, she has worked for leading game studios Electronic Arts and Ubisoft, and worked on a variety of products for clients such as Mercedes-Benz and Dreamworks. In her spare time she loves to run, bike, and spend as much time outdoors as possible.

Phil Braica

Senior Developer

Phil has been developing software algorithms for 20 years for a variety of industries. Most of his work has focused on data processing, filtering, motion control and image processing. Some of his recent projects include automating large robots for oil rigs, embedded software for dialysis machines, GPS sensor fusion, and magnetic resonance spectroscopy for cancer research. With five US patents, he has been a software lead that both delivers product and enjoys advancing the state of the art.

Ben Crossman

Senior Developer

Ben started his career in England 15 years ago. Since then he has worked at many of the World's major video game companies including THQ, Pandemic (later aquired by Electronic Arts) and Sega. He recently was the key person in creating the first ever holographic virtual reality entertainment centre called Holoverse (www.holoverse.com.au). Ben brings his vast graphics experience to tagSpace in the areas of computer visualisation and advanced image processing. In his spare time he plays keyboard in tribute bands such as Queen or John Fahnham.

Oscar Guillen

Art Director

Oscar has spent the last 16 years working in the entertainment and design industry on various projects including animation shorts, feature films, games and interactive applications. As Art Director, he has worked on well-known industry IP’s such as Warhammer and The Avengers to name a few, along with numerous projects for both Disney and Nickelodeon. When not occupied in art and design he enjoys reading, the beach, staying healthy and being outdoors.

Tashan Bhalla

Associate Producer/QA Lead

With over 5 years experience in the gaming industry, Tashan is backed by a Bachelors Degree in Games Design & Development. He has a range of experience across mobile and console platforms from 3d art, animation, QA, UX, togame design and production. After working on many successful mobile games whilst in the UK he moved to Australia to work as a UX designer for mobile apps. With a deep enthusiasm for games, AR and VR technology he is often found in his spare time increasing knowledge of the latest industry trends and software, gaming, and indie game development.

Our Advisors

Dave Anthony

Board Advisor & Mentor

A writer, director, and producer, Dave is best known for his pioneering work on the blockbuster "Call of Duty" video game franchise. Dave moved to Los Angeles in 2004 to produce Call of Duty for Sony Playstation and Microsoft Xbox. In 2010, he wrote the screenplay for, and directed "Call of Duty: Black Ops," which, as of 2014, remains the bestselling video game of all time, grossing almost $2 billion in sales. "Call of Duty: Black Ops" was entered into the Guinness Book of World Records in 2011 as the best video game story ending of all time. In 2012, the sequel "Call of Duty: Black Ops 2", which Dave also wrote and directed, grossed $1 billion in just fifteen days, breaking the world record as the fastest billion dollar gross in the history of entertainment. In 2014, Dave formed Prisoner Six Productions (www.prisonersix.com), a Los Angeles based production company developing both TV and movie projects.

Julian Ward


Julian has over 20 years' experience in marketing communications, advertising, strategy, digital, social media, innovation, technology, start-up advisory and venture capital investment. He is currently CEO of Rh7thm, a group that covers communications, new venture management, start-up advisory and investment. Prior to that, Julian was the Founder and Managing Director of specialist communications agency, We Are Social, a global agency delivering strategy based on social or ‘human’ thinking. Julian has helped some of the most innovative companies in the world navigate the shifts in behaviour in an ever-evolving communications landscape including Netflix, Adidas, eBay, PayPal, Intel, Warner Bros, Activision Blizzard, Sony Computer Entertainment and McDonald’s. Julian has also founded a digital production agency, a social CRM & data applications software company and has had the privilege of working with many start-ups in an advisory capacity. Having launched more client brands and products than he can count, Julian is also fortunate enough to have been through several successful start-up exits as well. With a degree in Psychology and a behaviourist & futurist at heart, Julian uses his experience to ensure successful outcomes for companies he is involved in.


If you are interested in being involved with tagSpace we would love to hear from you! Please send your messages to us via the form below and we'll be in touch.