From Rejection to CEO: Kenneth Tan’s Rise

Reading the replies of Kenneth Tan, CEO of BeLive Technology, I sensed an inspiring story ahead.

Tan rose from rejection in the video game industry to leading a PHP565 million live-streaming platform, a journey marked by resilience, strategic insight, and a drive for human connection. His path wasn’t smooth, but each setback sharpened his business acumen and strengthened his commitment to building something impactful.

In an early role as a concept artist at Nubee, a mobile gaming startup, Tan faced a pivotal moment. Lacking formal training in business or product development, he proposed a game concept after senior management considered disbanding his team. His proactive pitch not only saved the team but also led to one of the studio’s most successful titles. “That experience taught me that every seemingly hopeless situation has opportunities waiting to be seized,” he recalls. This lesson still guides him, and he now reaches out to mentors and shares his experiences with aspiring entrepreneurs seeking guidance.

BeLive’s growth reflects Tan’s understanding of market demands and user behavior. The platform enables businesses to create branded, interactive live-stream experiences and has secured major partnerships. A standout collaboration with Star Live featured celebrities like Jack Neo and Terence Cao, adding unique appeal to the platform. Tan’s strategy is simple yet effective: focus on creating live-stream experiences that engage viewers as active participants. “We’ve transformed passive viewers into active participants, creating a more immersive experience,” he says.

Looking to the future, Tan believes the live-streaming industry’s success lies in personalization and interaction. He envisions a future where AI and augmented reality tailor each session to the viewer’s preferences, allowing them to try on products virtually or influence the stream in real time. BeLive is already integrating real-time polls and AR features, with AI curating content and recommending products, placing the platform on the brink of transforming digital shopping experiences. “Each live session could become a unique journey,” he explains, envisioning a future where live streaming feels as dynamic as in-person interactions.

As BeLive collaborates with influencers, Tan emphasizes the importance of authenticity and transparency. He is keenly aware of the ethical responsibilities in influencer-driven marketing, especially in live-streaming, where authenticity is crucial. “At BeLive, we ensure influencers genuinely support the products they promote,” he says. This commitment to ethical marketing builds viewer trust, which Tan sees as foundational to BeLive’s success.

Behind the scenes, AI and machine learning are revolutionizing the platform. For creators, these technologies simplify content management, including automatic comment moderation, allowing them to focus on connecting with viewers. Real-time analytics provide instant feedback, helping creators tailor content to audience engagement. For viewers, AI-powered features like content curation and real-time translations enhance accessibility, making BeLive’s live streams feel like personal experiences.

With the live-stream e-commerce market projected to triple by 2026, Tan is positioning BeLive to stay ahead. The company is investing in new technologies and expanding its partnerships while closely listening to user feedback. “We’re not just adapting to market changes; we’re setting the pace,” he says, reflecting his forward-thinking approach and commitment to continuous improvement.

Tan’s background in gaming has also shaped his approach. Drawing from his experience as a product owner at DeNA and Nubee, he applies principles of user engagement and retention to live streaming. “Both industries believe in empowering content creators,” he explains, noting that BeLive aims to equip creators with sophisticated tools to streamline content production and distribution.

Leading a cross-cultural team across Singapore and Vietnam, Tan fosters cohesion by embedding BeLive’s culture in shared values: authenticity, innovation, and trust. “We create a culture that values every voice by respecting unique perspectives,” he says. Open feedback channels and a mission-driven approach unite the team, reflecting the same connection BeLive fosters with its audience.

When asked for advice for aspiring entrepreneurs facing rejection, Tan highlighted the importance of self-awareness and resilience. He believes the best entrepreneurs are those who can evaluate not only their products and teams but also themselves. “Each failure brought us closer to success,” he says, noting that persistence and learning from each experience are critical traits for success.

Kenneth Tan’s journey from game designer to tech CEO exemplifies the power of perseverance and adaptability. He has crafted a vision for BeLive that transcends technology, emphasizing meaningful connections, trust, and ethical responsibility. As live streaming reshapes e-commerce, Tan stands ready to lead BeLive into a future where digital interactions feel as genuine as face-to-face connections.

1. Kenneth, could you tell us more about your journey from being rejected in the video game industry to becoming the CEO of a $10 million company? How did that initial rejection fuel your entrepreneurial drive?

Sure. I think that rejection taught me to become more aware of my strengths and weaknesses, sharpen my understanding of business positioning, and, most importantly, build a strong team.

One of the most defining stories that shaped my principles came during my time at Nubee, a mobile gaming startup operating in Singapore and Japan. At the time, I was working as a concept artist when I learned that the mobile game my team was developing was facing intense negative feedback from senior management. They were even considering disbanding our team of nearly 20.

With a background in graphic design, I had zero experience in business or product development. Despite this, I pushed myself to prototype and pitch a game concept that ultimately secured management’s backing, saving my team and leading to one of the studio’s most successful titles. This experience taught me that every seemingly hopeless situation has opportunities waiting to be discovered and seized.

To this day, I carry that lesson with me. I often reach out on LinkedIn and in person to people I admire and want to learn from. I also make it a point to respond to messages asking for advice or opportunities and hope to give back as much as possible.

2. BeLive Technology has seen incredible growth. What do you think are the key factors that have contributed to the success of your live-streaming platform?

I think our growth at BeLive Technology is really a result of understanding what both businesses and viewers truly need. We’ve designed our platform to be adaptable, letting brands shape live-streaming experiences that reflect their identity and values. By focusing on real-time interaction, we’ve transformed passive viewers into active participants, creating a more engaging and immersive experience.

To us, partnerships have also been crucial. For instance, our latest collaboration with Star Live brought in well-known celebrities like Jack Neo, Terence Cao, and Dawn Yeoh, adding a unique layer of appeal to our live streams. I think that this approach is what keeps audiences tuned in and connected to brands in a way that feels authentic and entertaining.

3. Live streaming has become a major player in e-commerce, especially in Southeast Asia. What are the biggest trends you foresee for live-streaming technology by 2025?

Looking forward, we will see live streaming evolve to be even more interactive and tailored to each viewer. Real-time polls, augmented reality (AR), and other interactive features are becoming popular, and they’ll only get more immersive. Imagine a live stream where viewers can “try on” a product virtually or vote on what they want to see next in real-time.

I believe artificial intelligence will also play a significant role in creating a personalized experience. Each live session could become a unique journey, with content and products tailored specifically to the viewer’s interests. Plus, integrating live streaming with social media platforms will make it even easier for viewers to share their favorite products with friends and discuss them, fostering a community-centered shopping vibe.

4. You’ve worked with some of Asia’s biggest influencers. How do you navigate the balance between innovation in live streaming and the ethical responsibility that comes with influencer-driven marketing?

Working with influencers is all about building trust and authenticity with the audience. At BeLive, we make sure that the influencers we work with genuinely support the products they’re promoting. It is this honesty which builds long-term relationships with viewers. They know they’re not just being sold something and are getting genuine recommendations.

We also prioritize transparency. We provide clear labeling for sponsored content and encourage real-time feedback, so viewers can ask questions and feel assured that they’re getting honest insights. It’s important that influencer marketing feels respectful and transparent, keeping the audience’s best interests at heart.

5. AI and machine learning play a significant role in BeLive’s live-streaming solutions. How does your platform use these technologies to enhance the live video experience for both creators and audiences?

AI and machine learning really enhance the live streaming experience by making it run more smoothly and more enjoyable for all involved. For creators, these technologies take care of things like automatic comment moderating, helping filter out inappropriate content so they can focus on connecting with viewers. Real-time analytics also provide creators with instant feedback on viewer engagement, helping them to tailor content on the go.

For viewers, AI curates content based on their preferences, recommending products and live sessions that match their interests. It even offers real-time translations, making live streams accessible to a broader audience and helping everyone feel included in the experience. Our overarching goal is to make live streaming feel as personalized and engaging as possible.

6. The live stream e-commerce market is expected to triple by 2026. What steps is BeLive taking to stay ahead of competitors in this rapidly growing space?

We’re heavily investing in new technologies to make live streaming more interactive and fun for users. We’re also expanding our partnerships, which allows us to bring more diverse content to the platform and reach new audiences across different regions.

Listening to our users is key—we actively seek feedback to understand what features or improvements they wish to see. By focusing on innovation and staying tuned into what our community needs, we’re not just adapting to changes in the market; we’re setting the pace. This approach positions us to lead in the live-streaming e-commerce landscape as it continues to grow and evolve.

7. As someone who has experienced both the video game and e-commerce industries, how has your background in gaming influenced your approach to creating interactive live-streaming platforms?

I was fortunate enough to learn as a Product Owner in DeNA and Nubee, where we launched successful video game titles that overlap with gaming and interactive live-streaming. The way we approach user engagement, retention and eventual conversion is highly analytical – we like to understand how users behave psychologically when designing our experiences.

Both industries also fundamentally believe in the empowerment of content creators (gaming studios/ influencers) and have built sophisticated tools to ensure that content creation is easy to embark upon, have great distribution networks and have great onboarding experiences.

We then take a super analytical approach to understand why users are coming back, which experiences drive great conversions and which forces users out of the core loops.

Both industries also are big on time-limited events to drive exclusivity and participation.

8. Influencers play a major role in live-streaming success. What are your thoughts on the ethical responsibilities influencers should uphold, especially when promoting products and services during live streams?

For me, authenticity is key. I think audiences connect with influencers because they’re relatable, but if insincere endorsements compromise that trust it’s hard to rebuild. I encourage influencers to choose partnerships that feel right and to be upfront about sponsorships. Influencers who genuinely understand the products they promote, focusing on authentic engagement rather than scripted sales tactics gain trust – and trust is our currency, it’s what keeps viewers coming back. In live-streaming, the power is in the connection and, from experience, viewers expect transparency and for influencers to be real.

9. What advice would you give to aspiring entrepreneurs who may be facing rejection early in their careers, much like you did at the start of your journey?

I would advise people to practice self-awareness. That, to me, is the number one trait of a resilient entrepreneur. Entrepreneurs should always look deeper, assess their product, team, and most importantly, themselves when faced with rejection. They shouldn’t take no for an answer and should look for different channels that will get them to a collaborative yes.

When I started, rejection was part of the game. Investors, clients, even the tech itself at times. But every closed door helped me refine our approach, and each failure brought us closer to success. I think that the best entrepreneurs are resilient and have a super sharp sense of self awareness. The more you’re willing to learn from each experience, the stronger your foundation becomes. It’s all about keeping your focus, growing from setbacks, and remembering that persistence separates success from giving up.

10. With BeLive expanding across multiple countries, what challenges have you faced in managing cross-cultural teams, and how have you fostered a cohesive company culture across Singapore and Vietnam?

Every team has its own approach to problem-solving and communication, which can be a strength when harnessed effectively. At BeLive, we anchor around shared values, such as authenticity, innovation, and trust.

Open feedback channels allow for collaboration across borders. We create a culture that values every voice by respecting unique perspectives.

Despite the distance, our mission to create real, interactive connections through video experiences keeps us united. The bond we’re building with our audience is the same bond we nurture internally and truly, it’s all about connection.