As the global games industry gathered last week for The Game Awards, which reached an estimated 154M global streams and marked the show’s biggest year yet, Allied Global Marketing intentionally created space for a different, but equally important, conversation.
On the morning of the show, Allied co-hosted Women in Gaming alongside Mattel and Future PLC, bringing together senior women leaders from across AAA publishing, indie studios, media, and gaming hardware. The goal was to convene women across disciplines as peers, foster meaningful connection, and reflect on leadership beyond title or seniority.
The timing was deliberate. With The Game Awards serving as one of the industry’s most influential cultural moments, where visibility, investment, and creative direction converge at global scale, hosting Women in Gaming within that same window allowed Allied to anchor leadership, representation, and community alongside the industry’s highest-profile stage.
This year’s awards also underscored a meaningful industry shift. Indie games and smaller-team titles earned major recognition, reinforcing how innovation and impact increasingly come from a broader range of voices and creative models. Clair Obscur: Expedition 33, from indie studio Sandfall Interactive, dominated the night with nine awards including Game of the Year — a historic sweep. Titles like Hades II (Best Action Game), Hollow Knight: Silksong (Best Action/Adventure Game), and No Man’s Sky (Best Ongoing Game) further demonstrated the diverse voices and projects shaping gaming’s future.
That evolution aligns closely with the intent behind Women in Gaming. Growth and balance come from inclusion, diverse perspectives, and empowered leadership at every level of the industry.
The event featured remarks from Melissa Makhmaltchi of Future PLC, Erika Winterholler of Mattel, and Leslie Pirritano of Creator Collective Network, who shared personal perspectives on leadership, career growth, and paying it forward. The room reflected the full gaming ecosystem, including publishing, marketing, production, licensing, business development, communications, media, partnerships and hardware, underscoring that progress is built collectively.
As The Game Awards continues to shape the global gaming conversation through scale, visibility, and cultural influence, Allied remains committed to supporting the people behind the work. Creating intentional spaces for leadership and connection during moments like this is part of how we help build a more balanced, resilient, and future-ready gaming industry.
If you would like to learn more about AGM Futures, across both the US and UK, and our Women in Gaming event series, we would love to hear from you.
