Felix Baker

Part of the IT Leaders 100 - a list of the most influential IT leaders in the UK in 2026.

Felix Baker leads a growing team of data scientists and engineers delivering cutting-edge data platforms across SEGA and its studios. He champions data across the organisation and has played a key role in shaping SEGA's data strategy, with a strong focus on adopting AI to drive innovation and stay ahead of the curve.

With over 15 years' experience across gaming, retail, and travel, Felix has delivered and managed successful technology projects for major international organisations.

What's the most exciting part of your current role?

Working with exceptional people and cutting-edge technology to unlock meaningful insight is what excites me most. This year in particular has been transformative as we centralise data across the business - bringing together game analytics, user sentiment, CRM, and marketing into a unified ecosystem.

What makes this especially powerful is the ability to layer AI on top of that connected dataset. We're enabling intelligent agents to surface insights that would previously have taken weeks to uncover, helping the business make faster, smarter decisions.

Being at the centre of that shift - turning fragmented data into a strategic asset - is incredibly rewarding. It's not just about better reporting; it's about fundamentally changing how the organisation understands its players and drives value.

What do you do in week one of a new project to avoid pain in month six?

In week one, I focus on alignment and inclusion. The most common cause of late-stage project pain is discovering too late that a key stakeholder, dependency, or constraint hasn't been considered.

I prioritise bringing the right people into the conversation early - stakeholders, technical leads, and anyone who could influence or block progress. This ensures assumptions are challenged, risks are surfaced, and expectations are aligned from the outset.

By creating early clarity and shared ownership, you avoid costly rework later. It's a simple discipline, but it consistently prevents the "this won't work for us" moment that derails projects months down the line.

What’s the part of your estate you most want to simplify in 2026?

In 2026, I'm focused on simplifying and strengthening our master data management. Today, one of the biggest barriers to unlocking full value from data is inconsistency - different teams using slightly different definitions for products, users, or business entities.

By establishing a single, trusted layer of core business metadata across the organisation, we can bring true cohesion to our data estate. This not only improves accuracy and efficiency but ensures our data is in the optimal shape for AI-driven use cases.

Getting this right will allow us to scale insight, reduce duplication, and fully realise the potential of a connected, intelligent data platform.

Excluding smartphones, what piece of technology could you not live without and why?

My Google Home Hub is indispensable. It's a small thing, but it plays a constant role in the rhythm of daily life - whether it's catching up on Radio 4, listening to music, or getting quick answers while making the kids' lunches or tackling the dishwasher.

It removes friction from everyday moments and makes multitasking effortless. That seamless, ambient access to information and entertainment is something I now take for granted - but wouldn't want to lose.

What excites you most about the future of IT?

We're at a genuinely pivotal moment in technology. AI is advancing at an extraordinary pace and fundamentally reshaping how we build, operate, and innovate.

The rise of agentic systems and "vibe coding" is dramatically increasing productivity - enabling teams to design, build, and iterate on applications and data pipelines faster than ever before.

What excites me most is the shift in what's possible. Barriers to experimentation are falling, and ideas can move from concept to reality at unprecedented speed. It feels less like incremental progress and more like a true technological inflection point - a revolution that will redefine how organisations create value.

What talent are you quietly proud of that would never show up on LinkedIn?

I'm a beekeeper. I started in 2018 after completing a course with the Croydon Beekeepers Association, and it's become a real passion.

I now maintain several hives and produce honey for friends and family. It's a complete contrast to my day job - calm, hands-on, and deeply connected to nature.

Beekeeping requires patience, observation, and respect for complex systems - qualities that, interestingly, translate well into technology. But more than anything, it's my space to switch off and reset.

What’s your most-used keyboard shortcut or command that you wish everyone knew?

Windows key + arrow keys. It's a simple shortcut, but incredibly powerful - especially when working across multiple monitors.

You can instantly snap and move windows into position without dragging them around, which saves time and keeps your workspace organised. Once you start using it, you don't go back.