For founders, investors and category builders

We build what comes next.

From Digital Advertising to Interactive Entertainment, FashionTech, The Digital Store and Artificial Intelligence, we have spent 30 years helping define new categories, building innovative businesses and creating markets before they become obvious.

Start buildingSee the proof
Markets before they make senseFounders before committeesCategories before consensusAI commerce before the playbookMarkets before they make senseFounders before committeesCategories before consensusAI commerce before the playbook
Who this is for

Not everyone needs us.

This is for people building something new enough that the market has not quite caught up yet. If the answer is obvious, you probably do not need Coded Futures.

01

WHO IS THIS FOR

You have product, ambition and a market that still needs defining. We help sharpen the story, product, commercial motion and category.

  • Seed to Series B
  • Category creation
  • Founder advisory
02

Investors

You need to know whether the market is real, whether the founder sees it clearly and whether the company can own the narrative.

  • Market validation
  • Venture support
  • Founder coaching
03

Teams

You know change is coming and want to move before everyone else. We help leadership teams build conviction and commercial direction.

  • AI commerce
  • New ventures
  • Retail innovation
Productised offers

Buy outcomes, not consultancy.

Clear engagements designed to create momentum quickly. Each offer gives founders, investors or teams something concrete to use, sell, fund or build from.

01

Category Creation Sprint

A focused sprint to define the market, positioning, customer, narrative and commercial opportunity.

FORWHO IS THIS FOR
OUTPUTSCategory Map
Positioning
Investor Story
02

Founder Advisory

Ongoing strategic support for founders who need senior judgement across product, growth, story and partnerships.

FORWHO IS THIS FOR
OUTPUTSStrategic Priorities
Accountability
Monthly Advisory
03

AI

Building AI-powered products, agents and businesses before the market becomes obvious.

FORFounders & Leaders
OUTPUTSAI Opportunity Map
Roadmap
Prioritised Use Cases
04

Investor Market Read

A sharp external view on whether a category, founder or proposition has the ingredients to become something meaningful.

FORFunds & Angels
OUTPUTSCategory Assessment
Market View
Investment Memo
Track record

Proof beats pitch decks.

From Digital Advertising to Interactive Entertainment, FashionTech, The Digital Store and Artificial Intelligence, we have spent 30 years helping define new categories, building innovative businesses and creating markets before they become obvious.

01

1990s

Digital Advertising

We created the first digital advertising agency in the UK focused on In-Game Advertising. When we championed In-Game Advertising in the 1990s, there was no market and no playbook. Many believed games were merely toys, not a serious medium for brands. We saw something different and helped prove that games could become a powerful media channel.

Digital AdvertisingIn-Game Advertising
Microtime - early digital advertising and in-game media
Microtius - early digital advertising and in-game media
02

1990s & 2000s

Interactive Entertainment

Created video game studios internationally and built, published and sold millions of games. This meant participating in a new entertainment medium while it was still emerging, one that would go on to dwarf music, film and many other forms of popular culture.

Video Games50M+ Sold
Motocross Mania - #1 US PlayStation charts
Motocross Mania - #1 US PlayStation charts
03

2010s

FashionTech

Named and helped pioneer FashionTech, building an investment strategy for ASOS that championed the move beyond simple ecommerce into mobile, personalised, experiential and omnipresent retailing. What was radical then became the bellwether for retailers everywhere and is considered normal today.

FashionTechASOS Ventures
ASOS Ventures - pioneering FashionTech
ASOS Ventures - one of the first corporate VCs in FashionTech
04

2010s

The Digital Store

Helped shape the story of the store becoming digital. RFID was one of the major tools, transforming traditional stocktakes from hours to minutes, but the wider category was about stores moving from passive selling environments to connected ones driven by the mobile phone, real-time data and a new digital generation.

Digital StoreRFID Retail
Detego RFID in retail
RFID-powered stock management in store
05

Now

Artificial Intelligence

Building AI products, agents and businesses before the market becomes obvious.

AI ProductsAI Agents
AI - conversational commerce
AI - conversation meets commerce
Manifesto

The biggest opportunities never look obvious at the start.

Nobody asked for Digital Advertising. Many scoffed at In-Game Advertising. Nobody called it FashionTech. Few understood why the store needed to become digital. The next wave of Artificial Intelligence will feel the same until suddenly it does not.

We work before the category is obvious.
We prefer founders to committees.
We turn instinct into commercial shape.
Coming soon

Field Notes.

Courses, playbooks, downloads and founder notes for people building before the market becomes obvious.

Be first to know when the first downloads and courses go live.

What you will get

  • Category creation frameworks
  • AI opportunity notes
  • Founder playbooks
  • Market signals worth watching
Daniel Bobroff speaking on stage
Why work with us

The person behind the pattern.

For more than thirty years, Daniel Bobroff has worked at the edge of emerging markets, helping define categories before they become mainstream.

His career began in Digital Advertising, where he founded one of the UK's first specialist digital advertising agencies. He later helped pioneer In-Game Advertising, creating a new commercial model between brands and video games at a time when many dismissed games as little more than toys.

Moving from advertising into Interactive Entertainment, he built game development studios in the UK and France, creating chart-topping titles for PlayStation, Xbox and Nintendo that collectively sold more than fifty million copies.

As co-founder and Investment Director of ASOS Ventures, he helped identify and back the technologies shaping the future of retail, from mobile and personalisation through to new retail operating models and customer experiences.

Today, Daniel works with founders, investors and leadership teams building businesses before the market has fully understood them. His focus remains the same: identifying overlooked shifts, shaping sharper propositions and turning emerging opportunities into faster commercial momentum.

How Daniel helps

  • Clarifies the category
  • Sharpens the proposition
  • Builds the story
  • Creates investor momentum
  • Turns ideas into action

Building before the market catches up?

Good. That is where this gets interesting.

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