Beta Grétarsdóttir

Elísabet Grétarsdóttir (Beta) is a creative business leader with deep experience in games, digital products, and brand-led entertainment. She has held leadership roles across the games industry, including at Electronic Arts, where she worked on the Battlefield franchise, and most recently as General Manager of Toca Boca. At Toca Boca, she led a strategic and operational turnaround of the studio, strengthening its creative direction, ways of working, and long-term vision. She is passionate about building high-performing creative teams, developing products with emotional impact with the needs of their players at it’s core.