Last Updated on November 10, 2025 by Vasid Qureshi CEO & Founder, Strategic Business Contributor
Nina Montana Mackie represents a unique convergence of British aristocratic heritage and cutting-edge digital entrepreneurship. As the co-founder and Chief Revenue Officer of WeGame2, she has established herself as a transformative force in gaming advertising while maintaining a deliberately private personal life. Despite her connections to one of Britain’s most prominent families—including ties to the Royal Family through her half-brother’s marriage to Pippa Middleton—Nina has carved an independent path defined by professional achievement, inclusivity advocacy, and entrepreneurial vision.
| Category | Details |
|---|---|
| Full Name | Nina Montana Mackie (née Matthews) |
| Date of Birth | June 1980 |
| Age | 44-45 years (as of 2025) |
| Birthplace | United Kingdom |
| Nationality | British |
| Parents | David Matthews (Father), Anita Taylor (Mother) |
| Siblings | James Matthews, Spencer Matthews (half-brothers); Michael Matthews (deceased, half-brother) |
| Spouse | Adam Mackie |
| Children | Four (Rosa, Tristan, Lily, Yasmina) |
| Residence | Jersey, Channel Islands |
| Education | Bachelor’s Degree in Sociology, Glasgow Caledonian University |
| Profession | Co-founded WeGame2, Pioneer in In-Game Advertising |
| Current Roles | Co-Founder & CRO at WeGame2; Founder at Interact Global Ltd; Strategic Consultant at The Gang; Strategic Partnerships at Spatial |
| Years Active | 2005–Present (20+ years) |
| Known For | Gaming advertising innovation, diversity advocacy, female entrepreneurship |
| Net Worth | Not publicly disclosed (family wealth estimated in hundreds of millions) |
Early Life and Aristocratic Heritage
Nina Mackie was born in June 1980 into a family that epitomizes British entrepreneurial success and aristocratic connections. She is the daughter of David Matthews, the self-made multi-millionaire businessman who holds the Scottish feudal title of Laird of Glen Affric, and Anita Taylor, a pioneering female racing car driver who competed professionally during the 1960s.
Family Background and the Matthews Dynasty
David Matthews, Nina’s father, built his fortune from modest beginnings, starting as a garage mechanic before becoming a successful racing car driver himself. After retiring from motorsport in 1973 following injuries, he transitioned into the car dealership business, purchasing and later selling the Kirkby Central Group in a multi-million-pound deal. His most notable ventures include the acquisition of the prestigious Eden Rock Hotel in St. Barths in 1995 and the purchase of the 10,000-acre Glen Affric Estate in Scotland in 2007.
Nina’s mother, Anita Taylor, was a trailblazing figure in 1960s motorsport, competing in the British Saloon Car Championship between 1962 and 1967. Anita married David Matthews in 1966, and their union lasted until 1969. As a female racing driver in a male-dominated sport, Anita demonstrated the same independent spirit and determination that would later characterize her daughter’s career.
Half-Siblings and Royal Connections
Following his divorce from Anita Taylor, David Matthews married Jane Spencer Parker, a Zimbabwe-born artist, with whom he had three sons: James, Spencer, and Michael. This makes Nina the older half-sister to these prominent figures.
James Matthews, Nina’s half-brother, is a hedge fund manager and former professional racing driver with an estimated net worth exceeding £2 billion. He co-founded Eden Rock Capital Management in 2001, which by 2007 was managing over £1 billion in assets. In May 2017, James married Pippa Middleton, sister of Catherine, Princess of Wales, establishing a direct connection between Nina’s family and the British Royal Family. The couple has three children and lives in a £15 million Georgian mansion in Berkshire.
Spencer Matthews, the youngest of Nina’s half-brothers, gained fame as a reality television personality on the hit show “Made in Chelsea“. He has since built an entrepreneurial career, founding the non-alcoholic spirits company Clean Co, with an estimated net worth of approximately £12.5 million. Spencer married model and television presenter Vogue Williams in 2018 at the family’s Glen Affric Estate in Scotland.
Michael Matthews, the middle brother, tragically died in 1999 at age 22 while descending from the summit of Mount Everest, having become the youngest British climber to reach the peak. His death profoundly impacted the family, and Spencer later produced a documentary titled “Finding Michael” about the expedition to recover his body.
Nina attended her half-brother James’s wedding to Pippa Middleton at St Mark’s Church in Englefield, Berkshire, on 20 May 2017, where she was photographed alongside Spencer and other family members. She also gave a reading during Spencer’s intimate wedding to Vogue Williams in Scotland.
Education and Early Career Development
Nina Mackie pursued higher education at Glasgow Caledonian University, where she earned a Bachelor’s degree in Sociology. This academic foundation in understanding social structures, human behavior, and cultural dynamics would prove invaluable in her later career focused on audience engagement and inclusive advertising strategies.
Following her graduation, Nina embarked on a career in advertising and media that would span over two decades. She began in traditional advertising sectors, including print and out-of-home (OOH) advertising, before transitioning into the digital realm. Her early career positions included roles at major companies such as Monster, where she worked as an Account Manager from 2005 to 2008, managing global recruitment advertising clients.
Professional Career and Gaming Industry Leadership
Nina Mackie’s professional trajectory demonstrates a consistent evolution toward digital innovation and gaming technology. Her career can be characterized by progressive advancement through increasingly senior roles in digital advertising, culminating in her emergence as a pioneering entrepreneur in the gaming advertising sector.
Progressive Career Advancement (2008-2022)
Between 2008 and 2022, Nina held several significant positions that built her expertise in digital media and programmatic advertising:
Yell Group (2008-2010): Multi-Media Sales Representative, selling both online and offline products including websites, Google Pay Per Click, and outdoor advertising.
thomsonlocal.com (2011-2012): Media Accounts Manager, specializing in multi-media sales and account management across digital and traditional platforms.
Ink Publishing (2012-2013): Inflight Media Specialist working on easyJet’s Traveller publication, managing advertising revenue from European markets.
Selective Media Ltd (2013-2015): Agency Sales Manager at the UK’s largest aggregator of public WiFi networks, managing digital campaigns across high-footfall out-of-home locations.
LUXIA Global (2015-2017): Group Account Lead specializing in digital and experiential media in the global hotel sector.
Sojern (2017-2019): Sales Director at the travel industry’s leading specialist in programmatic performance marketing, developing partnerships with major travel brands.
Transition to Gaming Advertising (2019-2023)
Nina made a strategic pivot to the gaming industry in 2019, recognizing the sector’s transformative potential for brand engagement. This decision marked the beginning of her specialization in in-game advertising and immersive brand experiences.
Bidstack Group PLC (2019-2020): Senior Director of Global Agency Partnerships at the adtech company enabling brands to buy advertising space within PC and video games programmatically.
Landvault/Admix (2020-2022): Global Agency Partnerships Director at Admix (which rebranded to Landvault), providing technology solutions for non-disruptive native advertising in games and metaverse environments.
GADSME (2022-2023): Vice President of Direct & Agency Sales at the mobile gaming advertising platform offering seamless non-intrusive display, video, and audio in-game ads.
Throughout these roles, Nina developed deep expertise in the gaming advertising ecosystem, working with major publishers, brands, and agencies to create innovative campaigns that respected player experience while delivering brand value.
Entrepreneurial Ventures (2023-Present)
In 2023, Nina Mackie launched two interconnected ventures that established her as an independent entrepreneur and thought leader in gaming advertising.
Interact Global Ltd
Founded in June 2023, Interact Global Ltd serves as Nina’s consultancy firm, offering strategic guidance on monetization, revenue growth, and inclusive advertising strategies. The company focuses on helping brands, agencies, studios, and platforms navigate the complex gaming ecosystem while emphasizing diversity, sustainability, and accessibility.
According to UK Companies House records, Nina serves as Managing Director and sole shareholder of Interact Global Ltd, which is registered at 20 Wenlock Road, London. The company reported £753 in net assets for its first full year ending June 2024.
WeGame2
Nina’s most significant entrepreneurial achievement came with the co-founding of WeGame2 in November 2023, alongside Lisa Menaldo and Ellie Edwards-Scott. WeGame2 is a female-led global gaming consultancy dedicated to improving standards for underrepresented groups throughout the gaming ecosystem.
As Chief Revenue Officer (CRO) and Co-Founder, Nina plays a crucial role in the company’s strategic direction and revenue generation. WeGame2 offers an unbiased assessment of the gaming ecosystem, helping brands, agencies, AdTech companies, and publishers navigate this complex landscape while promoting inclusive, diverse, and culturally sensitive advertising approaches.
The consultancy works across multiple client categories:
- Brands and Agencies: Helping them build gaming strategies that are inclusive and consider the gaming environment rather than traditional advertising approaches
- Publishers and Studios: Assisting with monetization strategies that balance advertising revenue with authentic player experiences
- AdTech Companies: Providing market guidance and strategic positioning within the gaming advertising landscape
In July 2024, WeGame2 announced a strategic partnership with iion, the world’s first unified game advertising platform, to expand unified game advertising throughout Europe. This collaboration enables WeGame2 to guide agencies and brands through gaming advertising complexities while leveraging iion’s proprietary technology for full-funnel campaigns.
Strategic Consulting Roles
Beyond her own ventures, Nina holds strategic consulting positions with leading gaming and immersive technology companies:
The Gang (2024-Present): Strategic Consultant at this award-winning game development studio specializing in branded experiences for platforms like Roblox, Fortnite, Meta, and Spatial.
Spatial (2023-Present): Strategic Partnerships role at this multi-award-winning web-based gaming platform offering immersive and interactive spaces for brand engagement.
Professional Philosophy and Industry Impact
Nina Mackie’s professional approach is characterized by a strong commitment to diversity, inclusion, and ethical advertising within the gaming industry. Her work addresses several critical challenges facing the gaming advertising sector:
Championing Diversity and Representation
Nina has been vocal about the need for better representation of diverse gaming audiences, particularly women, who constitute approximately 50% of all gamers. Through WeGame2, she advocates for advertising strategies that acknowledge and celebrate the diversity of gaming communities rather than relying on outdated stereotypes.
In a 2024 podcast interview, Nina discussed her personal motivation for founding WeGame2: “There’s a real gap in the market. I do have a very personal motivation for setting up the company. I want to see things improve and I want to see brands and studios build better products and do better campaigns”.youtube
Addressing Industry Fragmentation
One of Nina’s key focus areas is simplifying the fragmented gaming advertising landscape. She has advocated for unified buying processes and standardized metrics to make gaming advertising more accessible to brands and agencies. The partnership between WeGame2 and iion directly addresses this challenge by providing a single platform for planning, activating, and measuring campaigns across multiple gaming environments.
Promoting Sustainable and Ethical Advertising
Nina emphasizes the importance of creating advertising experiences that add value to players rather than disrupting gameplay. Her consultancy work focuses on helping brands develop “better ad experiences” that balance commercial objectives with player enjoyment and respect for the gaming environment.
Overcoming Imposter Syndrome and Leading by Example
As a female entrepreneur in a male-dominated industry, Nina has been candid about battling imposter syndrome while establishing her businesses. In a 2023 interview for the “Women Lifting Women” series, she shared:
“Despite my confidence, imposter syndrome crept in during crucial moments. My advice? Resist that inner doubt, persevere through rejections, and know that success is on the horizon”.
Nina highlights that conquering imposter syndrome is essential for effective leadership, stating:
“Once you do, you can uplift and lead others on your journey”.
Her transparency about these challenges has made her a role model for women in gaming and advertising.
Personal Life: Family, Residence, and Privacy
Despite her prominent family connections and professional visibility, Nina Mackie has successfully maintained a remarkably private personal life, demonstrating a clear commitment to protecting her family from public scrutiny.
Marriage and Family
Nina is married to Adam Mackie, though details about his background and profession remain largely private. Some sources suggest Adam has worked in the electrical supply field, while others note his involvement in business ventures, though specific information is limited due to the couple’s preference for privacy.
The couple has four children: Rosa, Tristan, Lily, and Yasmina. Nina has been described as a devoted mother who prioritizes family life alongside her professional commitments. According to one profile,
“Her mornings begin with school runs. Her evenings end with family dinners. In between, she builds global strategies and consults with major clients. But family always comes first”.
Life in Jersey
Nina and her family reside on the island of Jersey in the Channel Islands. This location offers them privacy, natural beauty, and a strong sense of community while maintaining proximity to mainland Europe and the UK. Jersey’s status as an affluent, safe, and picturesque location makes it ideal for raising children away from the intense media attention that often surrounds the Matthews family.
The island’s blend of historic charm and modern luxury, combined with its excellent schools and family-friendly environment, aligns perfectly with Nina’s values of discretion and family focus.
Maintaining Privacy Amidst Fame
Unlike her half-brothers Spencer and James, who frequently appear in media coverage, Nina has deliberately chosen to keep a low profile. She does not maintain a highly visible social media presence focused on personal life, instead using professional platforms like LinkedIn to share industry insights and business developments.
This approach to privacy has been consistent throughout her life, even during high-profile family events such as Pippa Middleton’s wedding to James Matthews in 2017, where Nina attended but remained largely out of the media spotlight beyond event photography.
Charitable Work and Community Engagement
Nina Mackie’s commitment to giving back is exemplified through her role as an Ambassador for Brighter Futures, a Jersey-based charity supporting parents, families, and young people.
Brighter Futures Jersey
Brighter Futures is a registered charity (No. 204) that provides key worker support, educational programs, and essential services to approximately 150 families in Jersey each week. The organization addresses various challenges including poverty, family crises, parenting difficulties, and youth support needs.
Nina joined fellow Ambassadors Georgie Roberts, Louise Kenyon, Katriona Hollywood, Lucy Shuttleworth, and Genevieve Brunwin approximately five years ago to support the charity through fundraising and advocacy.
Annual Ladies Lunch Fundraising
The Ambassador group has hosted an annual “Ladies Lunch” event at Georgie Roberts’s home, Gouray Lodge, for the past five years. These exclusive events feature exceptional dining, entertainment, high-profile guest speakers, art exhibitions, live auctions, and raffles.
The fundraising events have been extraordinarily successful:
- Total raised over five years: Over £450,000
- 2024 event: Raised over £100,000
- Sponsorship: Gladwell and Patterson art gallery has sponsored the event for three consecutive years
The November 2024 event, themed “Best of Jersey,” featured a moving conversation between Aurelie Boas (widow of the late Simon Boas) and host Becky Gimenez, as well as vocal performances from soprano Nicki Kennedy accompanied by pianist Edward Picton-Turbervill. Attendees included the charity’s Patron, Dr. Karen Kyd, and Lady Le Cocq, wife of Brighter Futures Patron Sir Timothy Le Cocq.
Fiona Brennan, CEO of Brighter Futures, praised the Ambassador group:
“We are incredibly fortunate to have the support of this amazing group of women; close friends who continually advocate for us and who raise an astounding amount of money, even in difficult times, for the charity”.
Nina’s charitable work demonstrates her commitment to using her connections and resources to create tangible positive impact for vulnerable families in her adopted community of Jersey.
The Matthews Family Wealth and Estate Holdings
While Nina Mackie has built her own professional identity independent of family wealth, her position within the Matthews family provides context for understanding her background and connections.
David Matthews’s Business Empire
Nina’s father, David Matthews, has built a substantial business empire centered on luxury hospitality and land ownership:
Eden Rock Hotel, St. Barths: Purchased in 1995, this iconic 37-room luxury resort is considered one of the best hotels in the world. The property features individually designed rooms and suites by Jane Matthews, a restaurant masterminded by celebrity chef Jean-Georges Vongerichten, and has hosted celebrities including Beyoncé, Leonardo DiCaprio, and Elton John. The most luxurious accommodation, Villa Rockstar, costs approximately €18,000 per night. The hotel was seriously damaged by Hurricane Irma in 2017 but has been fully restored.
Glen Affric Estate, Scotland: Purchased in 2008, this historic 10,000-acre estate includes an eight-bedroom hunting lodge, cottage, private beach, spa, and gym. The property is available for luxury rental at €17,000 per night for groups of up to 20 people. David holds the Scottish feudal title of Laird of Glen Affric, which will pass to James Matthews as the eldest son.
While David Matthews’s exact net worth is not publicly disclosed, his substantial property holdings, successful business ventures, and aristocratic titles place the family among Britain’s wealthy elite.
James Matthews’s Billionaire Status
Nina’s half-brother James Matthews has achieved billionaire status through his hedge fund management career. As Chief Executive of Eden Rock Capital Management, which he co-founded in 2001, James has built a fund managing billions in assets. Financial experts have estimated his personal net worth at upwards of £2 billion, making him wealthier than many members of the British Royal Family.
James and Pippa Middleton own multiple properties including a £15 million 32-room Georgian mansion on 150 acres in Berkshire, a £1.5 million Bucklebury Farm, and a £22 million West London home.
Spencer Matthews’s Entrepreneurial Success
Spencer Matthews, while not as wealthy as his brother James, has built considerable wealth through reality television, business ventures, and his non-alcoholic spirits company Clean Co. His estimated net worth of £12.5 million includes income from “Made in Chelsea,” various business investments, and brand partnerships.
Spencer and Vogue Williams purchased a £7 million property in Jersey in December 2020, further establishing family connections to the island where Nina lives.
Nina’s Financial Independence
Despite her family’s substantial wealth, Nina Mackie has pursued financial independence through her own professional endeavors. While her personal net worth is not publicly disclosed, her entrepreneurial ventures (WeGame2 and Interact Global Ltd) and strategic consulting roles provide income independent of family resources. Her choice to build her own career rather than relying solely on family wealth reflects the entrepreneurial spirit that characterizes the Matthews family.
Industry Recognition and Thought Leadership
Nina Mackie has established herself as a respected voice in the gaming advertising industry through speaking engagements, partnerships, and media appearances.
Speaking Engagements and Panels
Nina regularly participates in industry conferences and events:
- Future of Gaming conferences (2023, 2024): Speaking on gaming industry trends and advertising innovation
- The Future of Audio & Entertainment (2024): Discussing immersive audio advertising in gaming
- The Future of Brands (2025): Presenting on branded experiences across immersive platforms
- Mobilize & Monetize Podcast (2024): Featured guest discussing WeGame2’s mission, revenue growth strategies, and the future of mobile gaming
Media Coverage and Industry Publications
Nina’s work and insights have been featured in prominent industry publications:
- Digiday: Quoted as an expert on Electronic Arts’ advertising strategy and in-game advertising developments
- New Digital Age: Featured discussing WeGame2’s partnership with iion and the future of unified game advertising
- Global Games Forum: Profiled for her work driving revenue growth and creating inclusive ad experiences
- Xenoss.io: Recognized as a leader among the top 15 most innovative in-game advertising companies
Industry Partnerships and Collaborations
Through WeGame2 and her consulting work, Nina has established partnerships with major gaming platforms and advertising technology providers:
- iion: Strategic partnership for unified game advertising platform expansion in Europe
- The Gang: Consulting for branded experiences on Roblox, Fortnite, and other platforms
- Spatial: Strategic partnerships for immersive brand activations
- Multiple publishers and studios: Ongoing consulting relationships for monetization and advertising strategies
Professional Skills and Expertise
Nina Mackie’s two-decade career has developed a comprehensive skill set that positions her uniquely at the intersection of traditional advertising, digital innovation, and gaming culture:
Digital Advertising Expertise: Deep knowledge of programmatic advertising, display, video, audio ads, and performance marketing across multiple platforms.
Gaming Industry Specialization: Understanding of mobile gaming, PC gaming, console gaming, and emerging platforms including metaverse environments.
Revenue Growth and Monetization: Proven track record of developing strategies that balance player experience with commercial objectives.
Agency and Brand Partnerships: Extensive experience building and managing relationships with major agencies, brands, and advertising platforms.
Inclusive Marketing: Expertise in developing advertising strategies that acknowledge and respect diverse gaming audiences.
Business Development: Successful entrepreneur with experience launching and scaling consultancy businesses
Public Speaking and Thought Leadership: Regular speaker at industry conferences and contributor to industry discussions.
Net Worth and Financial Standing
Nina Mackie’s personal net worth is not publicly disclosed, as she maintains significant privacy regarding her financial affairs. However, several factors provide context for her financial situation:
Professional Income: As co-founder and CRO of WeGame2 and founder of Interact Global Ltd, Nina generates income through consulting fees, retainers, and commission-based arrangements with clients across multiple markets including the US, Sweden, Singapore, and Australia.
Family Wealth Context: While Nina has built her own independent career, her position within the Matthews family—with her father’s multi-million-pound estate holdings and her half-brother James’s £2 billion+ net worth—provides a context of substantial family wealth.
Property and Assets: Nina and her husband Adam own property in Jersey, one of the Channel Islands’ most affluent areas, though specific property values are not publicly available.
Business Assets: Nina holds 100% ownership of Interact Global Ltd, which reported modest net assets of £753 in its first year of operation, reflecting a typical early-stage consultancy business.
Given her senior roles, extensive industry experience, strategic consulting positions, and entrepreneurial ventures, Nina likely maintains a comfortable six-figure income, though precise figures remain private.
Legacy and Future Outlook
At 44-45 years of age, Nina Mackie is at the peak of her professional career, having successfully transitioned from traditional advertising to become a pioneering figure in gaming advertising and immersive brand experiences.
Current Industry Position
Nina has positioned herself as a critical bridge between brands seeking to enter gaming markets and the complex, fragmented gaming ecosystem. Her female-led consultancy WeGame2 addresses urgent industry needs for diversity, inclusion, and ethical advertising practices while providing practical commercial solutions for clients.
Future Growth Opportunities
The gaming industry continues its explosive growth, with the global gaming market projected to reach hundreds of billions of dollars in the coming years. Nina’s expertise in emerging platforms like Roblox, Fortnite, Spatial, and metaverse environments positions her consultancy at the forefront of next-generation advertising.
Key areas of future opportunity include:
- Extended Reality (XR/VR/AR): Expansion of immersive advertising experiences as VR/AR technology becomes mainstream
- Unified Gaming Platforms: Growth of consolidated advertising platforms addressing market fragmentation
- Diversity and Inclusion: Increasing brand focus on authentic representation in gaming advertising
- Programmatic In-Game Advertising: Scaling of automated ad buying within gaming environments
Personal and Professional Balance
Nina has demonstrated the ability to balance high-level professional achievement with devoted family life and charitable commitments. Her choice to base herself in Jersey rather than London or other major advertising hubs reflects a deliberate prioritization of quality of life and family privacy alongside career success.
Role Model and Industry Influence
Through her public discussions of imposter syndrome, female entrepreneurship challenges, and the importance of diversity in gaming, Nina serves as a role model for women in technology and advertising. Her success in building WeGame2 as a female-led consultancy challenging industry norms demonstrates the possibility of creating meaningful change while achieving commercial success.
Conclusion
Nina Mackie embodies a unique combination of aristocratic heritage and entrepreneurial innovation. Born into a family with royal connections and substantial wealth, she chose to forge an independent path, building over two decades of expertise in advertising and establishing herself as a transformative leader in gaming advertising.
Her journey from traditional advertising roles to pioneering positions in in-game advertising, culminating in the co-founding of WeGame2, demonstrates strategic vision, adaptability, and genuine commitment to improving industry standards. Through her consultancy work, strategic partnerships, and advocacy for diversity and inclusion, Nina is actively shaping the future of how brands engage with gaming audiences.
Maintaining remarkable privacy despite high-profile family connections, Nina has successfully balanced professional achievement with family devotion and charitable commitment. Her work with Brighter Futures Jersey, raising over £450,000 for vulnerable families, exemplifies her dedication to using her position and connections for positive community impact.
As the gaming industry continues its rapid evolution and brands increasingly recognize gaming as an essential marketing channel, Nina Mackie’s expertise, ethical approach, and strategic positioning ensure her continued influence as a thought leader, entrepreneur, and advocate for positive change in the gaming advertising ecosystem. Her story demonstrates that true success comes not from inherited advantages alone, but from the determination to build something meaningful, inclusive, and impactful through one’s own efforts and vision.
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