The comfort zone is, as the concept says, a comfortable place where everything is controlled. Leaving that site requires not only courage, but also personality. No one knows what will be on the other side. In that mysterious journey along the path of the new challenges is that you learn from the unknown, as well as to live with ourselves and everything to discover. One day Christie Eickelman got out of the routine. She is currently one of the most respected people in the industry. Her thanks to the support is to support. She leads both the company where she works and an organization that supports and inspires women to greatness.
When did you enter the gaming industry? What were your professional and personal expectations at the time?
I started in September 1991 at Sodak Gaming in Rapid City, South Dakota. At the time, Sodak was the leading full-service supplier of IGT products for the tribal gaming industry. I was a desktop-publishing specialist in marketing at ComputerLand, which in 1991 was a giant company. And, as I reflect back on that, I was in a very comfortable job, both personally and professionally. Then one day, one of my male leaders said, “I saw a job at a gaming company and you’d be perfect for it.” So, he encouraged me to apply. I was in my late 20s and was comfortable where I was and with the job I had. Suddenly, here was someone I trusted who was telling me I was ready for more; something I don’t know that I felt at the time. I was very lucky that I had such strong support and encouragement. I was forced to look beyond my comfort zone, take a risk, and make a change.
So, as you ask about what my expectations were at the time, “expectations” might not be the right word. I didn’t expect to make a leap, and I certainly didn’t expect to find myself on a path that brought me to one of the largest and most respected gaming companies in the world today. However, what did happen is that, early on, I was supported by someone who believed in me, and in the “me” they could see but I couldn’t. That is why I am so passionate about supporting and mentoring today. And I’m so proud of the work we do at GGW in these areas.
You are currently vice president of GLI, one of the most important companies in the market. What were the most important fundamentals and learnings in that process?
I started at GLI in 1999 as a marketing manager, and since then, I have been supported and have had incredible opportunities to grow. During my time at GLI, I have had the opportunity to see the whole world, not just the U.S. gaming industry. I have had to learn different cultures, different ways of doing things, and had to do multi-faceted tasks. All of this enabled me to see the entire industry with more clarity. I have had, and still do have, strong sponsors within GLI who from the beginning have supported me and put me in positions where I can continue to learn and grow.
I learn every day. That’s what we have to do to be successful – not just as women and not just in the gaming industry. As people, we have to constantly seek out new things, new learning opportunities and keep growing both professionally and intellectually.
You received multiple awards in these years. One of the most important was to be named President of Global Gaming Women (GGW), in August 2019. What did that fact mean in your career?
It’s not about my career – it’s about the people that I can help in this position. I think back to when GGW was first being formed, and I was approached by the organization’s leadership who told me of their vision of wanting to promote women in the gaming industry, and about creating forums for growth. I knew immediately I wanted to learn from these women. Through them I learned what I wanted to accomplish as a leader and as a champion for people in the gaming industry – women and men – here at GLI and across the industry. So, when the opportunity to become president came about, I knew that I needed to place myself in the mindset of those we would serve. Each day, I think about the people who are looking for mentors and leaders and people to illuminate the path. I have been surrounded by mentors and sponsors throughout my career, so to lead an organization whose mission it is to provide mentorship to others is a responsibility I take personally and seriously.
Women’s leadership is currently expressed in many areas of society. What is the impact of women in the gaming industry?
The impact of women in the gaming industry is just like the impact of women in any other industry. Studies have shown if companies have some in leadership roles, their companies become better. Writing in Forbes last year, Caroline Castrillon wrote: “Numerous studies show that women-led companies tend to perform better than those led by men.” She went on to talk about how Kevin O’Leary had said that out of more than 40 companies he invested in, about 95% of the women-led companies met their financial targets, compared with just 65% for businesses with male leaders. Additionally, the organization Lean In writes: “Over the past five years, the number of women in senior leadership has grown. Still, women continue to be underrepresented at every level.” A Harris Poll from January 2018 showed half of Americans want to work for a female leader. All of this means the field is ready for harvest, and it’s time for women to get out of their comfort zones, take a risk, and utilize the tools and programs we have at GGW to step into their greatness.
GGW provides multiple tools for the growth of women in the industry. How was the inspiration of that learning born? What are the main difficulties that arise?
What GGW identified was that tools, education, and other areas were lacking in the industry. That was a large part of the inspiration for GGW to form so we could get those in place. Now we are building on that foundation, so women have more tools, resources, and places they can go to get those tools; whether that is GGW’s education pyramid, events we participate in, lean-in circles, mentor-mentee, or networking events. The tools are here for the taking; we as people just have to decide to get out of our own way, to take advantage of the tools that are available, and to keep growing.
You wrote «About the Why», where you quoted Mother Teresa: «It is not how much we do, but how much love we put into what we do.” How do you define that inspiration in relation to the gaming industry? How does that «love» enhance the vocation?
It’s important to love what you do. However, part of that is to think bigger, to think beyond just yourself and what you do every day. What do we truly love, and how can we make a difference using that love? For me, it is a love for people and for mentoring. I feel because of what I was given by the people who supported me early on, I have an obligation to put that love to use. I’m so lucky to be at GGW and at GLI, where I can use that love to help others grow.
In that same article you quote that «research tells us women account for over half the hospitality workforce, yet women hold just 36 percent of management or higher positions in gaming.” What is your reflection on that scenario?
The challenges are real for people in the work force; however, we live in an incredible time. This isn’t 1940 or 1950 or even 1991. Companies of all sizes around the world are embracing diversity across all spectrums. We see that in GGW’s sponsor companies and in companies in all aspects of the gaming industry. Perhaps more than ever before, women are advocating for other women and are taking advantage of the programs GGW provides. Smart companies have diversified, and we see diversity committees and diversity leaders. I see that in my own company. At GLI, our diversity initiatives are illuminating the path for the next generation of leaders and employees. The good news is there are more companies who, like GLI, are embracing diversity today more than ever before. This is a movement that is gravitating into a space filled with possibility, and that is creating a more positive image for everyone who works in the gaming industry; not just for women; for all of us.
What are the tips you would say to a woman who tomorrow wants to start a career in the gaming industry?
When I started in gaming, there weren’t a lot of resources available where you could research companies, their values, and if their values aligned with yours. Today, companies are more open about who they are and what they offer. So, everyone should take advantage of that knowledge and to discover the opportunities their companies provide. Organizations like GGW are here to help provide additional tools, resources, and leadership. However, even with everything that is available today, there are women who, like me back in 1991, are comfortable. They might not see their own potential for greatness. To them I say don’t’ be afraid to take a risk – get outside of your own comfort zone. Find sponsors, find mentors, find where you want to be better, celebrate, and advocate for other women. I, along with everyone at GGW, will be cheering you on every step of the way.
