Singapore, March 7
According to the World Bank, female representation in leadership roles at major tech companies Amazon, Facebook, Apple, Google, and Microsoft ranges between 26% to 34%. In contrast, women make up 60% of Smobler’s workforce, far exceeding the industry norm. With the recent hire of ex Timbre Group executive, Veronica Ong as Head of Business Development, Smobler’s core leadership team is now entirely women-led—an uncommon feat in the male-dominated tech industry.
Woman Founded & Female Led
Smobler is built on a foundation of empowerment. At its helm is CEO & Founder, Dr. Loretta Chen, a multifaceted and influential figure in the media, education, literary and performing arts scene.
Chen spent over two decades driving social equity through media, storytelling and technology. She was the People’s Choice for Nominated Member of Parliament and served as an International Consultant to the Kingdom of Bhutan since 2011. She is part of the AWS Women Founders Program, UBS Project Female Founder, a Top 100 Women of the Future, Forbes and Asia’s Most Inspiring and was recently named Unstoppable Women of Web3 and AI.
When the Metaverse emerged as a new frontier during the pandemic, Chen recognised its potential to reshape narratives and democratise access to opportunities. She founded Smobler as a turnkey Metaverse architect, bringing brands, IPs, and communities into Web3 with diversity and accessibility at its core.
Today, Smobler is at the forefront of Metaverse innovation, pioneering a suite of groundbreaking projects such as the world’s first phygital wedding in The Sandbox, Bhutanverse for the Kingdom of Bhutan, and A11yverse, the world’s first disability-led accessibility park and training program in the Metaverse with SG Enable, Singapore’s disability focused organisation.
Beyond world-firsts, Smobler collaborates with industry leaders to develop cutting-edge experiences, namely Playground@UXC for Singapore Polytechnic, Mediacorp’s Year-End Countdown 2023, and Starhub’s Equalverse that uses equestrian themed game in Roblox to inspire confidence in differently abled youths.
The company has spearheaded the inaugural cross-chain project between Cardano and Polygon for Clay Nation, showcasing true interoperability in Web3. Its innovations have been featured in Forbes, Vogue, and international tech conferences including SelectUSA 2024, Bitcoin Nashville and Web Summit Lisbon.
Smobler’s leadership embodies its mission of inclusivity and empowerment. Led by Chen, the team leads include Rafaela Rizzi (Production), Gianna Bui (Communications), Joyce Gan (Administration) and Veronica Ong (Business Development). Ong previously led Marketing at Timbre Group, a leading social enterprise in Singapore that promotes local music and food,
“Joining Smobler at this pivotal time is both exciting and deeply meaningful. As a company led by women, we are not just breaking industry norms—we’re actively building an inclusive, innovative future in the Metaverse and Web3. I am eager to drive Smobler’s business development strategy forward, fostering partnerships that align with our values of diversity, accessibility, and creative empowerment.”
Together, the women helm a diverse and dynamic team across Brazil, Vietnam, Singapore, Malaysia, Indonesia, Serbia, South Africa and the USA. Their collective expertise challenges the notion that tech is a male-dominated field, proving that women have the creativity, leadership, and business acumen to drive innovation.
Breaking Glass Ceilings & Paving the Way
As a female founder in a historically male-dominated tech industry, Chen faced her share of challenges. From overcoming stereotypes to forging her own firebrand, she has constantly broken glass ceilings, not only for herself but for all women who follow.
Her resilience and determination have been fundamental to Smobler’s success, as she continues to prove that leadership in tech is not about gender—it is about vision, creativity, and courage.
“In the early stages of my career, I often felt the need to work twice as hard to prove my worth,” says Chen. “I chose to see these challenges as opportunities. I wanted to show that women could lead boldly, think innovatively, and break the mold in a space where we have been historically underrepresented.”
Smobler’s mission aligns with its founder’s vision—to democratise access to emerging technologies and provide women with the tools, platforms, and support to innovate, lead, and thrive in tech. Whether it is through game-changing digital experiences, inclusive educational initiatives, or empowering partnerships, Smobler is committed to fostering an ecosystem where women’s contributions are celebrated and amplified.
Now, Chen is bringing this ethos to PUCCA, the beloved South Korean ninja girl character adored by millions worldwide. As part of the founding team leading PUCCA’s expansion into Web3, she will play a pivotal role in business development and strategic partnerships.
Women in Leadership & Beyond
Smobler is defying the odds in the male-dominated tech and gaming industries by actively mentoring, hiring, and scaling female talent. One of its standout initiatives is the HERSTORY project, designed to empower young women to pursue careers in technology by enabling them to create and own digital assets.
In collaboration with institutions like SMU Academy, ITE Singapore, Inspiring Girls, and Pinnacle by Golden Equator, Smobler has hosted workshops to inspire and educate women on the possibilities within tech. HERSTORY was launched at Forbes 50 Over 50 event in Abu Dhabi alongside global luminaries such as Hillary Clinton, Gloria Steinem, Heba and Huma Abedin as well as MSNBC anchors Mika Brzezinski and Symone Sanders-Townsend.
Hillary Clinton at Forbes 50 Over 50
Through GameFi and virtual experiences, Smobler is using the Metaverse to help women build digital assets, gain financial literacy, and become leaders in their communities. This proves that the Metaverse is not just for entertainment but a powerful tool for education and empowerment, especially for underserved communities.
Beyond Smobler’s internal initiatives, the company continues to forge partnerships and advocate for gender equality in tech. Through collaborations with women-led organisations committed to diversity and partnerships, Smobler plays a pivotal role in shaping the future of the industry, ensuring that women are not only part of the conversation but lead it.
The company has joined forces with Nicole Yap, founder of 8SIAN, to celebrate Southeast Asian culture through 8SIAN TOWN, an immersive experience in The Sandbox, the world’s leading open Metaverse with a phygital launch at The Royal Press, a UNESCO World Heritage Site.
Smobler also teamed up with Lenna Onto and Isabel Robson, founders of Clay Nation to create the first interoperable project between Cardano and Polygon. The Metaverse experience created for Clay Nation, Saving ClayBox: The Sonic Sands Adventure, has attracted over 113,000 players and won the Best Branded Experience at The Sandbox Awards 2024. Onto shares,
“I first met Loretta when she was speaking on a panel. As a first time founder, her passion and expertise in the space inspired me and I immediately asked if she could be my mentor. Since then, our collaboration has grown into something truly remarkable, working together with some of the biggest IPs in Web3. Loretta’s guidance and leadership has not only shaped my journey but reinforced the importance of women supporting and uplifting each other. Together, we’re proving that women can lead, innovate, and redefine the future of the digital world.”
Smobler is also working with Singaporean rock icon Inch Chua and her non-profit Music For Good on Sonik Satellitez, an initiative aimed at nurturing young creators by blending music, technology, and education. Through in real life (IRL) school tours featuring local changemakers, this program fosters a deeper connection between youth, music, and the digital economy.
Shaping the Future of Tech
As Smobler continues to grow, its mission remains clear: to create a more connected, inclusive, and innovative world through the Metaverse. Smobler empowers businesses, educators, and individuals to explore the transformative potential of Web3, enabling them to build digital experiences that enrich lives and communities.
Its offerings span a continuum from hyper-realism to fantasy, catering to diverse needs across industries:
- Digital Twins provide hyper-realistic representations of existing architecture, allowing users to explore intricate details—ideal for experiences tied to physical locations, such as museums, retail, and education.
- Platforms like Roblox and Minecraft offer highly accessible, engaging gameplay, making them perfect for mass audience engagement, particularly among youth and families.
- GameFi experiences in The Sandbox integrate blockchain elements, best suited for brands with a Web3 presence looking to create NFT collections, explore decentralized data ownership and financial incentives.
“At Smobler, our vision is not just about being a tech company; it is about being a platform for empowerment,” says Chen. “We aim to lower the barriers to entry for underrepresented communities, ensuring that technology is accessible, inclusive, and creative. Through digital literacy, blockchain fundamentals, Metaverse development and our foray into AI, we are committed to offering accessible education that allows everyone to thrive in the digital economy. The new digital frontier should be built by everyone for everyone.”
About Smobler
Smobler is a leading Metaverse architect and a portfolio company of Animoca Brands, The Sandbox, and Brinc, supported by Enterprise Singapore, IMDA Singapore, and Plug and Play. Smobler has created a suite of world-firsts, including a phygital wedding, the Tools of Rock concert venue, a disability-led accessibility park, and Bhutanverse. Working with legacy brands such as Airbus, BMW, DBS, GoPro, Mahindra, and Meta, Smobler develops innovative projects like Metaverse for Good and has been featured in Forbes, Vogue, Channel News Asia, and more. Smobler spearheaded the inaugural cross-chain project with Clay Nation, Cardano, and Polygon and has curated a series of proprietary GameFi IPs—including 3VEREST, Yeti Realm, and Cobbleland—as well as its signature event, NOVA. The company has been recognized as a top tech startup at SelectUSA, Inventures Canada, and VIVATech Paris and is a proud alumnus of ScaleUp inBrazil and Plug and Play’s Global Innovation Alliance. Smobler’s CEO, Dr. Loretta Chen, has received numerous Top Female Founder Awards from UBS, AWS, and Forbes, among others. For more, log on to smobler.io.
About HERSTORY
HERSTORY aims to develop pathways for young women to pursue careers in technology by enabling them to create and own digital assets. This initiative seeks to tackle diversity disparities by creating a series of workshops, educational panels and outreach engagements to drive awareness of creative entrepreneurship opportunities in the metaverse. Smobler worked with Inspiring Girls, a registered charity and multi-family office, Golden Equator’s learning and development arm, Pinnacle, to connect girls with female role models. The program introduces them to the multitude of career possibilities in tech. Smobler also partners with DBS, SMU Academy, Women Global Change, and ITE Singapore to run workshops for young women and career professionals.
About 8SIAN TOWN
8SIAN TOWN is a groundbreaking Metaverse experience in The Sandbox, celebrating the rich cultural heritage of Southeast Asia through iconic landmarks, cultural storytelling, and gamified challenges. It is a landmark collaboration between Smobler, an award-winning Metaverse architect, 8SIAN, a leading Web3 brand championing Asian heritage, and The Royal Press, one of the world’s oldest polyglot letterpress houses. 8SIAN TOWN is part of Smobler’s Metaverse for Good initiative, which fosters inclusivity, diversity, and cultural representation in Web3. Explore 8SIAN TOWN in The Sandbox Game.
About Clay Nation
Clay Nation is a multi-dimensional clay animation and metaverse project bridging arts and culture to Web3. With origins in an NFT collection created from hand crafted, randomly-assembled clay traits, the Clay Nation project today consists of 2 generative art collections, major collaborations with industry leaders as well as early development of an expansive festival environment, the clay-verse. Explore Clay Nation in The Sandbox Game.
About Sonik Satellitez
Sonik Satellitez is an innovative, music-driven Metaverse experience in The Sandbox, developed by Smobler in collaboration with Music For Good, a non-profit founded by Singapore’s indie rock icon Inch Chua. Designed as an interactive game, it takes players on a journey through the music industry, allowing them to explore careers as musicians, DJs, and producers in a retro-futuristic city powered by music. Part of Smobler’s Metaverse for Good initiative, Sonik Satellitez champions inclusivity, diversity, and accessibility, providing a gamified platform for young creators to hone their craft, connect with mentors including Inch Chua herself, and navigate real-world industry challenges. Explore Sonik Satellitez in The Sandbox Game.
Media inquiries:
Gianna Bui
Head of Communications, Smobler
gianna@smoblerstudios.com