Womenize! – Inspiring Stories is our weekly series featuring inspirational individuals from games and tech. For this edition, we collaborated with ESBD – eSport-Bund Deutschland e.V. and talked to Sandra Bloy, President of the E-Sport Association of Bavaria. She speaks about how her diverse experiences in legal administration and Japanese studies have shaped her approach to her current roles, emphasizing the importance of cultural sensitivity, strategic thinking, and promoting diversity and inclusion within the gaming industry. Read more about Sandra in this interview:
Hi Sandra! Your professional journey spans from legal administration to marketing in the esports industry, with a degree in Japanese Studies. How have these diverse experiences and your education background influenced your approach to your current role?

I did not have a clear goal set, when I started to look for jobs after graduating school. My main motivation was to financially support my immigrant mom, therefore I aimed for a job that would provide a good salary in the future. I am thankful to have absolved a traineeship as a patent paralegal, since it taught me valuable skills, such as attention to detail, analytical thinking, and a strong understanding of regulatory frameworks. Totally helpful, if you need to accommodate to German legal topics and politics when working in esports clubs and the regional esports association of Bavaria. Man, you got to love the German Law. 😁 However, I knew that being a paralegal for the rest of my working career would never satisfy me as an individual.

As one of the first to attend university in my family, I prioritized a subject that interested me personally, rather than a potentially high future salary. Ultimately, this led to my degree in Japanese Studies. It provided me with a unique cultural perspective and a deep appreciation for international collaboration. I was taught the importance of understanding and respecting different cultures, which is essential in the global esports community. During my studies I chose to specialize in Japanese economy and eventually I wrote my bachelor’s thesis about the worldwide successful game companies Sony and Nintendo. As I got deeper into the topic, my passion for the games industry grew so strong that I had to shoot my shot and try to obtain a job in this field. And so, I did – successfully! What started as an internship copy writing texts for a gaming event, led to a vast knowledge of the national and DACH esports and gaming community. Working directly in the game industry also equipped me with the ability to create and execute campaigns, cut out this specific audience, engage with diverse groups of people and build strong connections within the charming games community, which only strengthened my cause for female representation in esports.

Overall, these experiences have enabled me to approach my role with a well-rounded perspective, combining strategic thinking with cultural sensitivity and a passion for promoting diversity and inclusion in esports.

As President of the E-Sport Verband Bayern and Diversity Officer at Munich eSports, you actively advocate for the promotion of women and minorities in the gaming sector. What challenges have you encountered in this role, and what strategies have you developed to overcome them?

Advocating for women and minorities in the gaming sector comes with its own set of challenges. One of the primary challenges has been overcoming entrenched biases and stereotypes that exist within the industry and broader gaming community. And what we also see, is consistent lack of awareness about the importance of diversity and inclusion.

Despite this, I found myself in the lucky position to be part of a very supporting community at Munich eSports. Together with their board, I was able to institute the “Equal Opportunities Officer” position, which helped me achieve one of my first goals: visibility for the cause. Women, girls and non-binary people can now actively consult with me in a safe talking space, if they ever need to. But the position also contributes as a consulting power for regular organizational questions internally, such as the correct use of pronouns in different situations and increasing accessibility for public events. I strongly believe, that providing support and mentorship is crucial to achieve a healthy esports environment.

One of my future goals is to provide active education on esports opportunities for young girls. This includes hosting workshops for girls in high schools to give them more exposure to the topic. I hope that these workshops will provide girls with chance to develop an interest in esports and shows them how fun and rewarding esports can be.

Lastly, I do believe that promoting positive role models and success stories of women and minorities in esports helps to challenge stereotypes and can inspire others to pursue their passions in the industry.

Looking back on your journey, is there any advice you wish you had received early in your career that you would like to share with others entering the esports industry today?

Reflecting on my journey, I wish someone had told me about the absolute importance of networking and building relationships within the industry, as well as the need to show up for yourself and push through hard times.

The esports community is highly interconnected and having a strong network can open up numerous opportunities for collaboration, mentorship, and career advancement. Take part in industry events, participate in forums and discussions and actively engage with others in the community. That’s how I met my current employer, and I don’t regret it for one second.

I would advise those entering the esports industry to be ready to adapt to different situations and be open to continuous learning. The industry is dynamic and constantly evolving, so staying informed about the latest trends and topics or best practices is crucial. Being adaptable also means being open to taking on different roles and responsibilities. In my two years working for an esports and gaming agency, I went from being the copy writing intern with no experience or education in this particular field, to the social media manager and influencer marketing strategist and then over to the communication lead for whole events. Just imagine the amount of information I learned over this period.

Lastly, I would emphasize the importance of advocating for yourself and your ideas. The esports industry can be competitive – no, IS competitive – and it’s important to have confidence in your abilities and to voice your opinions and ideas. Don’t be afraid to take risks and pursue your passions. Who knows, you might just land your dream job and live the fulfilling and rewarding work life in the esports world.

Thanks for this interview, Sandra!

Sandra’s links: LinkedIn, Munich Esports

Womenize! – Inspiring Stories Feature by Madeleine Egger