GGW Voices is an ongoing collaboration between CDC Gaming and Global Gaming Women featuring commentary and insight from women in the gaming industry.
I have spent my career advising companies through transformative moments, including IPOs, mergers and acquisitions, and joint ventures. If there is one thing I have learned, it is this: the work gets you in the door, but the relationship keeps you in the room. Actively building new relationships and deepening existing ones is key to long-term professional success, but it is also one of the most rewarding parts of a career, as clients and colleagues often become mentors, friends, and trusted advisers.
As an external adviser to companies in the gaming industry, I have found that business relationships often begin in unexpected places. In an industry where operators, manufacturers, advisers, investors, and other stakeholders are closely connected and people frequently move between roles, today’s conversation can become tomorrow’s opportunity.
For example, I once worked on a transaction alongside a CFO and her team. Over months of calls and emails, we got to know each other, beyond the work itself, sharing family stories, laughing at dogs wandering into meetings, and building a genuine connection. After the deal closed, she moved on to lead another company. Her first call? To me. Not because I was the only person who could do the work, but because we had built trust and genuine connection.
Today, she looks for opportunities to support me through referrals and introductions because she knows and trusts me. I do the same by keeping an eye out for people, ideas, and opportunities that might benefit her business or career. These deep relationships develop momentum of their own, and not only beget new relationships, but make the work we do more fun and rewarding.
So how do you build and maintain these relationships, all while performing at a high level in your line of work? Here is what has worked for me:
Be genuinely nice to everyone. Your reputation travels faster than your résumé. I have seen business opportunities come from former colleagues, counterparts on the other side of a deal, friends of friends who heard about my work, someone I met in line for coffee, and so on. Everyone, regardless of their current role, could be a future customer, partner, friend, or advocate. Treat every interaction as if it matters, because it does.
Find your own style. Not everyone is a “work the room” networker. In fact, I am a big fan of LinkedIn as a low-key way to stay connected and keep up with people. Following connections’ businesses, celebrating successes, and sharing others’ content can be a great starting point, but meaningful connections are built when you engage thoughtfully, add your own perspective, and ask insightful questions. You can also send a direct message asking to chat about an article someone wrote or event they attended. These simple efforts help keep you in the loop and top of mind without forcing a style that does not feel natural.
Make conferences count. Conferences are a great place to seek new business and career opportunities, yet many conference attendees sit passively in sessions. Before a conference, I research attendees, speakers, and sponsors, and review my LinkedIn connections to see who is based near the event. Then I reach out, even if we have never met, asking if they have time for a chat. You would be surprised how many people say yes. (See you all at G2E?!) Of course, getting the meeting is just the first step. Following up and staying in touch are what turns a quick coffee into a relationship.
Find reasons to reach out without an “ask”. When I publish an article, identify an interesting market update, or learn of an upcoming event, I share it with people who may be interested. Rather than “asks”, these are useful touchpoints that say, “I’m thinking about you and your business.”
Get involved outside your organization. For sustained connection-building, nothing beats consistently showing up for and building community. I am deeply involved in multiple professional associations, including Global Gaming Women, which have introduced me to mentors, mentees and friends, and created opportunities I would never have found otherwise. I would not be where I am today without these communities.
One final thought: do not think of relationship-building as “selling.” It is an extension of the care and expertise you already bring to your work. Be yourself. Be curious. And listen. Get out there – the fun awaits!
