Professor at the Department of Media and Communication at Erasmus University Rotterdam. There, she is also a member of the research group Gaming Matters. Her research focuses on understanding how digital games are used as media and tools for motivation and persuasion. 

She is the author of Digital Gaming and the Advertising Landscape (2019), and lead editor of Persuasive Gaming in Context (2021), both books published by Amsterdam University Press. Her doctoral thesis Persuasive Structures in Advergames was awarded the first of the XXVI CAC Awards for Audiovisual Research granted by the Audiovisual Council of Catalonia (CAC).