GGW Voices: Jordans, connections and players: A gaming industry crash course

Tuesday, January 14, 2025 8:00 PM
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  • Hillary McAfee

GGW Voices is an ongoing collaboration between CDC Gaming and Global Gaming Women featuring commentary and insight from women in the gaming industry.

When I first joined the gaming industry, it felt like I’d accidentally walked into a high-stakes family reunion. Everyone knew everyone, was somehow related, and had a long list of “Remember that time we did that thing with Steve?” stories. Meanwhile, I was sagely nodding like I understood anything, and wondering if everyone else’s back was also this sweaty. One thing’s for sure: the gaming industry is a small world, and I do not know who Steve is.

Every year, the EKG Awards offer the kind of consistency you can count on, especially when it comes to fashion. At least 15 attendees will pair Jordans with Brooks Brothers suits, fully committing to the “I’m edgy but still corporate” vibe. Meanwhile, I’m over here fighting for my life in 3-inch heels, like a fragile 6’2″ tree in the Amazon rainforest. But we love that level of comfort for them. Then there are always a handful of attendees who think, “What Vegas really needs is a red, movie theater usher suit jacket moment.” And just like that, Amazon 2-day shipping makes all their dreams come true. It’s bold, it’s questionable, and it’s exactly what you expect to see.

Industry consistency takes many forms. For example, Light & Wonder’s CEO is single-handedly keeping the autumn color palette alive year-round. His brown sports jacket is a legend, a relic, and perhaps an industry mascot. Is it just one pulling the long hours, or are there several in rotation? Either way, we respect it. The gaming world may innovate at lightning speed, but that jacket reminds us all to stay grounded. Like the RZA once said, ‘Wu-Tang is forever’—and so, it seems, is the official LnW brown sport coat.

The gaming world is filled with power players, “lifers” and tight-knit connections. Many of the people I’ve met have been here since graduating college (or earlier), and they’ve literally grown up with the industry. One of my favorite pieces of advice came from an industry friend: ‘Be kind to everyone. Because you never know who you might end up working with… or working for.” Wise words, especially in an ecosystem where today’s casual acquaintance might be tomorrow’s boss.

Take G2E, for instance. It’s packed with the big players in the industry. And again: Everyone. Knows. Everyone. I had my own “small world” moment during a GGW event at G2E as I was orchestrating photos. As the unofficial and self-appointed Director of Photo Ops, it’s my sworn duty to arrange, stage and recruit the necessary photographers.

I spotted a man wandering into the patio area, blissfully unengaged in any conversation. He looked approachable, camera-ready (ish), and, most importantly, idle. Perfect. This man is now my target. Lord, make me fast and accurate. I quickly jumpscare – I mean – approach and ask, “Hi! Would you mind taking a photo of us really fast?”

Behind me, I could hear murmurs of “That’s a bold move” and “Brave”. It was as I was handing this man my hot pink phone that I realized I had just asked the CEO of Aristocrat Gaming to be my Instagram boyfriend. To his credit, he said “sure”.

Getty Images this was not, but the man delivered. Moments like these remind me that unexpected connections like this make the industry feel a bit smaller and more personal.

Then there’s the thing about the real power players. The ones who’ve been around so long, you can’t help but watch them navigate the scene like it’s second nature. With Lauren Bates, you know three things are for certain: 1. The blowout game is flawless. We must all acknowledge, take note and ask for a tutorial. 2. The matrix is getting finalized. Period. 3. If Lauren is on your Zoom call, YOU are on the call. Muted? Better make sure your dogs aren’t barking because you will be called on to contribute. With the intensity of a thousand suns, she will glide through each bullet point and ensure every member on the call is included, like a true veteran leader.

The gaming industry is a tight-knit web where connections are everything. Power players move quietly, and everyone knows everyone—whether you’re ready or not. Things evolve, but the core stays the same: relationships, questionable but bold fashion choices, and the occasional awkward run-in. You never know where a casual conversation might lead, but chances are it’s somewhere more interesting than you’d expect. Also, someone’s probably wearing Jordans while doing it, and that someone is probably Steve.

Hillary McAfee is a social media marketing consultant specializing in gaming brands and co-host of the MaxBet podcast. She’s led successful campaigns for brands like BetMGM, Brian Christopher, and Carnival Cruise Line, reaching millions globally. Hillary also serves as Marketing Liaison for Global Gaming Women and an ambassador for NEXT.io.