“In the coming years, I anticipate seeing further convergence among the various gaming channels – land based, online, mobile and social”

What does it mean to you being named as the most influential woman in the industry?

I am extremely thrilled, honored and of course proud to have been named “Industry Achiever of the Year” at the annual Women in Gaming Awards. I am grateful to work for a company that continues to invest in the future of its employees and presents them with ongoing opportunities for professional growth and development.  I am also fortunate to work with a very talented group of professionals; without the team, much of my professional success wouldn’t be possible.

It is always inspiring to see impressive female leaders in the gaming industry, especially in senior positions. Gaming has long been a somewhat male-dominated industry, but we have come a long way from when I started in gaming years ago.  I recall a time when the majority of women at gaming trade shows were models; however, today there are women at all levels and in all aspects of the industry. We still have a long way to go, but I am pleased with the progress that I have experienced and observed in recent years.

Given the changes experienced by the gaming industry in recent years, is there any other area in which you would like to work?

I find myself thinking and breathing marketing everywhere I go. I am constantly evaluating customer service, communications, products, and other everyday interactions, and I regularly think to myself, “That´s inspiring – what can I learn from this, and what could I be doing better or differently in the marketing initiatives that I lead?” I imagine that I could continue as a marketing professional in other industries, but I have really found my home in gaming. This industry is so dynamic and fun, and I sincerely enjoy the excitement and glamour of the gaming industry – which I think is very unique.

You've worked in the marketing area since 1998. With the advancement of technology and social networking as the main communication channel, what do you think is key to attracting new audiences?

In today’s digital, fast-paced world, cohesive, multi-channel communication campaigns are more important than ever. Customers and players have the option to get their information via a variety of channels, so the messages and experiences that we deliver across all channels need to be integrated, consistent and packaged in the best suitable way for any communications channel.  Additionally, honesty and focus are critical components to any campaign’s success, and are the basis for the mutually beneficial long-term partnerships that we seek, rather than short-term wins.

What do you consider will be the trends for the next years?

In the coming years, I anticipate seeing further convergence among the various gaming channels – land based, online, mobile and social.  From a marketing perspective, this will create new opportunities for truly integrated campaigns and cross-fertilization of the various gaming offerings. In addition, it will further amplify the importance of cohesive cross-channel experiences.  It will also be interesting to see how new technologies, from both inside and outside the gaming industry, will be applied to gaming to enrich the playing experience.

What are IGT’s plans for the rest of 2015?

In the remaining months of 2015, you will see IGT execute upon its Customer First approach and keep a sharp focus on meaningful innovation. We will remain committed to meeting the demands of today and capitalizing on the opportunities of the future.   We have an exciting portfolio of new gaming products that we plan to unveil at G2E that will speak to the exceptional strength and leadership of the new IGT.