Better known online as Ali-A, he is a full-time YouTuber who posts gaming and clickbait videos, including most notably for Fortnite. His channel has earned over 15 million subscribers.
He began uploading short gaming clips to his YouTube channel in 2009, first focusing on Modern Warfare 2 clips.
He published the graphic novel titled Game on! in October of 2017.
He was born in London, England. His brother Simon has appeared in his videos. In 2015, he began a relationship with fellow YouTuber Clare Callery.