Lauren Bates has a career packed with leadership experience that would be the envy of much older women. She is the Board President and Chair of Global Gaming Women, the premier advocacy group for women in the gaming industry. She was also employed in sales at Konami for 17 years, ending her career there last year as Vice President of Game Sales.
She did it all before turning 40 years old this year. And it all started with a vacation to Las Vegas.
Distinguished advocate
Lauren Bates is a distinguished young leader in the gaming industry, currently serving as the President and Board Chair of Global Gaming Women (GGW). In her current leadership role she sets strategy, ensures
sustainability, scalability, and provides oversight for the nonprofit. Bates’ focus is on the organization’s outreach and impact, empowering women through education, mentorship, and networking opportunities.
Since joining the gaming industry in 2006, Bates has held various positions, most recently the Vice President of Sales at Konami Gaming, Inc. She was responsible for developing and managing her team of sales professionals, driving revenue, increasing overall market and ship share, and the development and execution of annual business strategy.
In addition to her role at GGW, Lauren is an influential voice in the broader gaming landscape and is often sought after for her insights on women in the industry. Lauren has earned numerous accolades, being recognized by the Global Gaming Business Emerging Leaders of Gaming program in 2021, CDC Gaming Reports 10 Women Rising in Gaming in 2023, and a recipient of the Patty Becker Pay it Forward Award.
The Devil Wears Prada
Bates grew up in typical midwestern style in Ohio, watching her family take gaming vacations to Las Vegas and Atlantic City and playing in family poker night.
Before and after graduating from Ohio State, Bates held positions with NPR as a writer and as an administrative assistant in the retail fashion industry.
“I went to Ohio State, joined a sorority, and connected with a local alumna who owned a couple of upscale boutique shops in Columbus. She hired me as her executive personal assistant. Have you ever seen the movie “The Devil Wears Prada”? There were many similarities between that movie and my role, and I believe that’s where my love for customer experience really started,” Bates said.
Vegas vacation
Waiting to move to New York City for a role in a new boutique, Bates decided to take a short vacation to Las Vegas to visit a high school friend.
“I decided to take a little bit of time and visit one of my good friends who moved to Las Vegas.”
“He was 22 years old, already had his own place, and was doing very well for himself. One night he and I were talking about how there was so much opportunity in Las Vegas, especially for those that were willing to work and put in the effort. That really stood out to me. I was also quickly falling in love with Las Vegas and all it had to offer. The city was very exciting, and I was eager for a new challenge.”
“I found a recruitment agency and had an introductory interview. I was very upfront with her about my uncertainty regarding my long-term plans. The recruiter ended up sending me on an interview to Konami for an executive coordinator position. Although it was primarily a front desk job, I was also able to work with the HR team and support the executive leadership team.
“A few days later, I got a call offering me the position, with the condition that I start the following Monday.”
“Tom Jingoli was the acting HR Director at the time, and I remember telling him that this role wasn’t quite what I had envisioned, and I was really hoping to get into sales. He reassured me by saying, ‘Bear with me. I just need you to do this for a little while, and then we can talk about getting you into sales.’ He was true to his word, and I accepted the position.”
“I called my mom and dad to say, change of plans I’ve accepted a position in Las Vegas and starting on Monday. Pack the Buick and ship it out. It was a total whirlwind and I have to say it’s probably the biggest and best decision that I’ve made in my career so far,” Bates recalled.
Knowing what you don’t know
“When I began my career in gaming, I quickly realized how much I had to learn. I tried to soak up as much knowledge and experience from anyone who was willing to share or mentor me.”
“I was also very lucky to be given a lot of opportunity. That really is a credit to Konami for its startup company mentality. I was encouraged to take initiative, collaborate with others, and adapt quickly. Thanks to this my learning curve was a lot shorter. My first taste of sales was as a system sales coordinator, and I have to tell you I loved it. It had a much longer sales cycle (compared to games), but you got to work with so many different people both internally and externally. And every day was different and a challenge,” Bates said.
Into game sales
“After awhile, I was given an opportunity to move to the game sales side of the business as an Account Executive in southern Nevada and Arizona. I had a diverse mix of corporate, tribal, and commercial accounts.”
“I always tell new sales reps: if you can make it there, you can make it anywhere.
“The company restructured, and I was transferred to the Western team, overseeing Arizona and southern California.
“That’s when I developed a deep appreciation and love of tribal gaming. I was drawn to the close-knit community and sense of family pride. The experience felt personal, and I continue to take great pride in the meaningful relationships I formed during that time. After Arizona and Southern California, I moved into a national account’s role, then worked my way up from there to become the Vice President of Sales,” Bates recounted.
Sales chameleon
After a successful 17-year career in sales with Konami, I asked Bates about her philosophy on sales.
“I think there’s a couple of things. My favorite thing about gaming is that every day is different. The challenges that I have today are going to be different than the challenges that I had yesterday and different than I have tomorrow.”
“My approach to sales is it’s not one size fits all. Each customer has unique needs and priorities. Building strong relationships and understanding these priorities has been a big key to my success,” Bates declared.
Not rocket science
I asked Bates what advice she gives to female sales reps looking to advance their careers.
“My advice would be the same to both male and female sales professionals: sales is not rocket science. People often say it’s very difficult, and while it’s challenging and not for everyone, it’s not hard.”
“You need to deliver on your promises. Spend the necessary time preparing for meetings, especially in today’s highly competitive environment where everyone’s time is valuable. What value are you bringing to that meeting? What’s the purpose?”
“Do the work, prepare thoroughly, and follow up afterward. It’s simply about doing what you promised in a timely manner. That’s what sets a good sales rep apart from great ones,” Bates stated.
Bandwidth problems
Lauren Bates joined Global Gaming Women (GGW) in 2017, as a Lean In moderator recognizing the value of their mentorship program for her career. By 2019, she was invited to become Vice President of the organization.
“Cassie Stratford, who is now SVP of legal and compliance at Boyd Gaming, approached me about the role. At the time, my life was quite full—I had just been promoted, started a new job internally, and found out I was pregnant with my first child. Initially, I doubted whether I had the bandwidth to take on this additional responsibility,” Bates recalls.
“Following extensive discussions, I was asked to join the leadership team. GGW has played a major part in my personal growth, and I was being given the opportunity to give back and pay it forward, so I accepted the role of Second Vice President.” Soon after, Bates was asked to step up to First Vice President when the current holder stepped down.
“Cassie and I began discussing who would succeed me to support the next phase of GGW, and Siobhan Lane was at the top of our list,” Bates says. “Siobhan, the CEO of Gaming at Light & Wonder, is someone I greatly respect, admire, and continues to drive positive change in our industry. She graciously accepted the role. I assumed the role of President and Chair in January 2024. Our current executive leadership team includes me, Siobhan Lane, and Brandi Ellis.”
Global Gaming Women
GGW was created in 2011 as a development program by the American Gaming Association to nurture emerging female leaders in the gaming industry. Launched as an independent charitable organization in 2016, GGW delivers high-impact programs and events to women in the gaming industry. Today, GGW has over 9,000 members and continues to offer educational programs, mentorship opportunities, and networking events globally.
“Today we are at 8,600 domestic members in the United States, and we’re about 1,125 international members with the United Kingdom, Australia/New Zealand and Canada being our major contributing markets,” Bates said.
Global Gaming Women focuses on education with educational pyramid conferences, engagement through networking, mentorship programs, and the ability to access members-only content and resources.
GGW has 24 board members and 75 committee members.
In 2024, Global Gaming Women aims to expand its global reach and impact by enhancing its leadership development programs, increasing industry networking opportunities, and fostering stronger industry partnerships. The organization is committed to launching five new GGW member programs, continuing to grow its Lean In Circle network, and establishing an Advisory Board.
A no-brainer
I asked Bates why someone would join Global Gaming Women?
“First of all, it’s free! Many people think it’s expensive, but it isn’t. Thanks to the generous support of our sponsors, anyone can join and benefit from leadership growth opportunities and virtual offerings like our masterclasses and Fair Game Podcast. We also provide a member-exclusive library with tutorials and resources.”
Dating app for mentors
Looking ahead to 2025, GGW plans to introduce a matchmaking program similar to a dating app for mentorship. “We’re currently piloting the One Up One Down mentorship program. It will be a digital platform allowing members to connect with mentors and mentees worldwide, removing regional barriers. The program’s algorithm matches individuals based off their skill sets, interests, and goals,” Bates explains.
Harvard Business School
One of GGW’s notable projects in 2024 is a strategic partnership with Harvard Business Publishing. This partnership provides members with curated content, including articles, case studies, and continued education modules designed to enhance professional growth and leadership skills. By leveraging these world-class resources, GGW members can advance their careers and personal development, positioning themselves as leaders in the gaming industry.
Zoomed out
Addressing feedback from members seeking in-person interactions, GGW is expanding regional educational offerings and membership mixers beyond Las Vegas. “We’re extending these offerings to support our members’ needs for leadership and networking opportunities,” Bates shares.
The Ted Lasso technique
I asked Bates what she thought made her successful.
When asked about her success, Bates emphasizes continual learning and authentic connections. “I’m a fan of Ted Lasso and his quote, ‘We don’t win and lose as a team, we win and learn as a team.’ Not everything works or is a good idea, so learning from your experience and adjusting is key. None of us succeed on our own. This mindset sets me apart,” she says.
Connections, resilience and learning
When talking to Lauren Bates, she stressed the significance of continual learning, authentic connections, and resilience in navigating the constantly changing gaming industry. Bates will continue with her advocacy of women in gaming and will announce a new endeavor for the future, looking forward to the next 40 years.
Entries in the Faces of Gaming series:
- Alex Alvarado — Vice President, Casino Operations at MGM National Harbor and Casino Aficionado
- Lauren Bates — A successful VP at Konami and Chair of Global Gaming Women, all before her 40th birthday (now reading)
- TJ Tejeda and EZ Baccarat – Reimagining a centuries-old game
- Chris Andrews — Don’t cry for the bookmaker
- Wes Ehrecke — From gasohol and pork chops to president of the Iowa Gaming Association
- Steve Browne – Casino philosopher, master gaming instructor and father of a rocket scientist
- Noah Acres – Shaking up the industry one player record at a time
- Kate Chambers – ICE queen, casino exhibition maven and keeper of fairy dust
- Joe Asher — From the newsstand and racetrack to sports-betting icon
- Paul Speirs-Hernandez — Randomness, chance, reward, and luck
- Ainsworth’s Deron Hunsberger — From finance and sales to president
- Roger Gros — Chronicler of the gaming industry for four decades and counting
- Debi Nutton — Everi board member, gaming trailblazer
- Cache Creek’s Kari Stout-Smith — Dancing backwards in high heels
- Andrew Economon — Making downtown Las Vegas cool again
- Richard Marcus — From the wrong side of the casino tables to the right
- Willy Allison — From New Zealand bloke to world game-protection leader
- Tom Jingoli — From gaming enforcement agent to COO of Konami Gaming
- Tino Magnatta — Interviewing the interviewer, 3,000 and counting since COVID
- Deana and Brady Scott — Still talking shop with the owners of Raving Consulting
- Kevin Parker — “Putting everything into everything I do”
- Laura Penney — Putting in the Work as CEO of Coeur d’Alene Casino
- Andre Carrier — Paying it forward
- Jean Scott — The original casino influencer, still frugal gambling after all these years
- Anika Howard — From Harrah’s First Interactive Employee to CEO of Wondr Nation
- Anthony Curtis — Gambling Guru, Las Vegas Expert, Customer Advocate with Street Cred
- Mark Wayman — An executive recruiter with a brand and something to say
- Melonie Johnson — From rural Louisiana to resort-casino leadership
- Brian Christopher — From actor, Uber driver, and cater waiter to slot celebrity
- Allan Solomon — From accountant and tax lawyer to pioneering casino owner
- Kenny Epstein — A Niche from Nostalgia
Tom Osiecki is a casino consultant who writes an occasional column for CDC Gaming Reports called Faces of Gaming, about interesting and engaging people in the gaming industry.
Tom Osiecki is a marketing and management consultant for Raving Consulting and can be reached for consulting engagements at 775-329-7864.
If you know of a fascinating personality in the gaming industry you would like to see profiled, please send Tom Osiecki an email at tosiecki@cdcgaming.com
