All Together Now
In gaming , the future is female , and it starts now
The sixth edition of GGB ’ s annual spotlight of influential women in gaming encompasses all walks of the industry , which symbolizes the expansive and comprehensive wave of diversity that has stretched to nearly all corners of the globe . By now , it ’ s no secret that in order for the industry to continue growing at a record pace , it will take a unified effort , one that includes all voices and experiences . Each generation is a catalyst that works to inspire the next , and thankfully for those just starting out , the path has been paved by innumerable trailblazers and innovators , five of whom we are proud to present as this year ’ s women who shine .
The Music Maker
Tashina Lazcano
Director of Marketing & Communications , Konami Gaming
In order to succeed and grow long-term , every company needs top-tier talent in its front-facing departments , the people who can champion the message that the company is working towards and bring it to the masses — almost like a performer , an artist who can make sense of the internal humdrum and transform it into a sweet song .
Tashina Lazcano , director of marketing and communications for Konami Gaming , is an embodiment of this metaphor , having migrated to gaming with a background in the performing arts and tech industries . When she saw an opening at Konami in mid-2014 , she was attracted to the bright lights of Las Vegas as well as the supplier ’ s “ iconic , global brand ,” and even though her initial interview was conducted in a temporary office , she knew that she “ wanted to be part of what they were creating .”
And create she has — less than 10 years later , Lazcano has risen to become one of the preeminent communicators in the industry , and is active in professional organizations such as Global Gaming Women and Women in Games International .
“ In this moment reflecting back , I believe it ’ s been a journey with very real moments and creative substance ,” Lazcano says . “ I see very real moments , in that every employee in our organization has a tangible , observable importance in the success of Konami and the success of the casinos we serve . So my actions and my performance have a real impact . And I ’ ve seen incredible creative substance in the entertainment and technology we deliver to the gaming floor . As a leading global developer , we play a major role in shaping creative and meaningful guest experiences , today and into the future .”
In some ways , Lazcano ’ s success in gaming is not surprising , given that it is a combination of entertainment and cutting-edge tech , both of which tap into her previous experience . As she notes , her work gives her the opportunity to “ help transform how people play ,” which is an incredibly important initiative in an industry whose demographics are
28 Global Gaming Business SEPTEMBER 2023