2004 GREAT WOMEN OF GAMING
Proven leader

Christie Eickelman

Director of Worldwide Marketing
Gaming Laboratories International (GLI)

 

She might have come from a small town, but just by being herself, Christie Eickelman embodies a solid definition of big-time success.

Born in tiny Belle Fourche, South Dakota, Eickelman started as a marketing representative at Sodak Gaming in 1991 "when Indian gaming was at the very beginning," she says. Eventually—though actually over a very short time—she became director of marketing at Sodak. "I was one of the first 20 employees there," says Eickelman. "My department basically designed the logo and the appearance of Sodak Gaming. It gives you great pride, but then you have to move forward." In 1994, Eickelman's drive for new experiences led her to a start-up gaming company in Grand Junction, Colorado as vice president of marketing and public relations. Following the position in Colorado and a short break from gaming, she arrived at Gaming Laboratories International in 1999 as marketing manager.

Typical of Eickelman, she climbed the GLI ranks quickly, becoming director of marketing and development, and then, in 2003, director of worldwide marketing. Also typical of Eickelman is that she is reticent, even dismissive, about crediting herself for any of this.

"I don't view myself as an ego-based person," she says. "I think there are a lot of women in gaming that no one knows about. I'm not involved in the industry from an operator or supplier standpoint. I came from that world, and I work with a lot of successful women in the supplier's arena. And nobody knows about them. I choose to put the people at the forefront that I feel as a whole make the company a success. I think that was my biggest thing at Sodak Gaming. There were a lot of people that made it a success. It's all a team effort.

"We have 250 people in North America that make GLI a success," she continues about her current company. "And there are the behind the scenes people that make this company look as successful and be as successful as it is."

Still, Eickelman seems very comfortable where she is. "Before, I wanted to conquer the world. Now I look back and say, 'wow, that was exhausting…Now I just want to do a great job at what I'm doing."

She talks about balance, and boundaries. "I'm single," she says. "And sometimes (balancing work and off-time) is overwhelming for me, and I don't know how men or women who might be married with kids can do it. I admire those people. If you feel it's unbalanced, then you have to stop and look at where you're at personally and professionally. People have to have boundaries and they have to set their limits as to what they will do and what they won't do. You get to a certain level personally and professionally that you can hopefully make your own decisions. And the older you get the easier it is, hopefully."

If she places importance on one thing for women, it's setting goals. "If one bad experience happens, you can't let that stop you," she says. "People do sabotage themselves, because it's scary out there. But you have to continue toward what your dreams and your goals are."

How does Eickelman define success? Given her small-town roots, she says that success is relative only to who you are. "The people in small towns are just as successful," she says. "I always say that there are some people that like living in small towns—they love that feeling of belonging. And that's a great feeling. I had different goals and different aspirations for myself. If that's where they choose to be, then great success for them."

The support she got from her small town, and her other mentors, are central to who Eickelman is. "Coming from a small town, I think the people that help you most there is your family," she says. "And then from that point on, it's just strong mentors in the business. I love the fact that the people around you, male or female, have something to teach you.

"I like to learn from other people. This is a thing that's overwhelming for me on this…I don't feel I'm a great woman in gaming. I just feel like I am doing my job, hopefully to the best of ability and hopefully learning from others as I go along."

She acknowledges that some influences are better than others—and that some challenges remain for women in gaming and in other industries. "You can't be afraid to ask questions," she says. "But the person who has the knowledge can sometimes tend to talk down to you. And that will keep you from learning and growing to make yourself better.

"Unfortunately there is a glass ceiling, not just in gaming," Eickelman observes. "I've never felt that male-female type thing. There are women out there that feel that, and they've been held back. This is a male-dominated business, but there are a of very successful women that have evolved in it and there's going to continue to be more."

Eickelman feels that women as a whole are a tremendous asset to gaming. "We all have a message," Eickelman says, "and if we can get that out there to women who are up and coming, then the more successful the industry will be."

What is Eickelman's message? "Everything happens for a reason," she says. "And you can choose to learn from it, or not."


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