Episode 45

full
Published on:

18th Oct 2022

45. Standing with Ukraine

Today's episode is incredibly important. Valeriia Voronova, the Media Director of Maincast, joins the show. Maincast is an esports organization based out of Ukraine, where they operate Live Broadcasts, Tournaments, and create original content through their talents and influencers. The war in Ukraine has heavily impacted Valeriia's life, business, and the esports scene, and we discuss the impacts of that. Valeriia explains what the esports scene is like in Eastern Europe, how more women can be involved in the industry, and more.

Episode Resources

https://www.maincast.com/ 

https://www.gamereactor.eu/esl-and-maincast-has-extended-their-media-deal-for-four-more-years/ 

Transcript
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Welcome to the meta woman podcast we address the

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issues, opportunities and challenges facing women in the

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development of the metaverse the biggest revolution since the

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internet itself. Every week we bring you conversations with top

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female talent and business executives operating in the

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gaming and crypto industries. Here's your host Lindsey the

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boss POS, the metal woman podcast starts now. Hello, and

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welcome to the metal woman podcast part of the holodeck

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media Podcast Network. I'm your host, Lindsay the boss POS. And

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from struggle to success. We're covering it all. To our

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returning listeners. Thank you so much for listening week after

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week supporting the show it means a lot. And for all the new

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listeners out there, welcome. I hope you enjoy and I hope you'll

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come back next week. Today's guest is very special as she

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joins us to not only discuss gaming, but some world news. We

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don't typically cover global affairs on the show. But I think

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we can all agree that what is happening to the people of

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Ukraine is horrific and unjust. I'm honored to have a guest

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today that was forced to live through the crisis. And the war

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that was happening there. Her whole business has changed her

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whole life has changed. And she's joining me today to talk

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about that. And to talk about what she does in gaming. Valerie

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of arnova is the media director of main cast. She joins me today

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from Kyiv main cast is an esports organization based out

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of Ukraine where they operate live broadcasts, tournaments and

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create original content through their talents and influencers.

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Valerie, welcome to the show. Tell me a little bit about

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yourself and your background. Hyland, Sam, thanks for having

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me today. And I, for me, it's a big honor to be a part of your

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podcast. And I think you do a great job for the woman

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community. And as y'all dimension, I'm the media

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director of main cast, and I'm in charge of four departments.

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It is development and design, social media and public

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relationship. And I have a team of 24 to five people, I'm

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managing the creation of a new and powerful experience. Then

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when esports fans are watching tournaments, the visual part of

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the broadcast and our main products, it is overlay system.

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And other parts of my job is to building is building community

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around main cast. If you talk about my background, back in the

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days, I worked in a couple of media agencies as project

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manager, and then a simile. So when main cast was looking for a

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manager to build in house development department, I jumped

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in and started working in a gaming.

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Yeah. So this is like short information about my background.

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Everyone I meet in gaming kind of has a different entry point

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into it, too. So that makes sense. I want to first thank you

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for coming on and discussing your work. During such a tough

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time I know for Ukrainians, I can't even begin to understand

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what you all are going through. But you certainly have my full

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sympathy and support. With that being said, we have talked a bit

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previously about you moving offices to Poland and then

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moving back to Kyiv. How have you been able to continue moving

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forward professionally? And with your work during this time?

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Yeah, surely their Russian invasion was a shock and huge

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strategy follow us. And the first hours and days, it was

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total horrible situation. And I was in Kyiv when it started my

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colleague, he called me at 430 I think Am and that

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the war had begun. I woke up just to grab my emergency

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suitcase case. Went like ran into my car and with my

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colleague and his family. We went to the western part of

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Ukraine and it was like 18 hours in a road instead of usual six

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because there was no foil at all, and there was huge traffic

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jams and problems on the road. So it was like, really for me

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emotional

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The devastating the first weeks all of our like management, we

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tried to protect our team. And it was the main goal for us and

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we communicate 24 hours with all members just figure out how to

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recreate people how to make sure that everyone is alive and safe.

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And we try to figure out how to renew our work and to help

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everyone. So it was a really challenging time for me and for

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for my team. And in that time, I realized how I need to be

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focused and cold

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blooded. And when you need to make this fast an important

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decision. As soon as we made sure that everyone is safe. We

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started bit by bit, we managed to renew our work, broadcast of

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the tournaments. And of course, our productivity was like half

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of capacity. And we needed like two or maybe even three months

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to return our like, regular regime, we improved our working

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conditions and mental state, and even perform better racing,

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looking at my team and like all company stuff. And now we work

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fully for two languages, and concentrate and focus on

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Ukrainian broadcasts from the other side, we as Ukrainian and

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as a big esports community figure out that we had a huge

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amount of messages in our direct from our community, yes, from

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our users and viewers, who asked for a help. And we, from the

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first day of the war, we decided to create our own foundation and

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organized our own fundraiser, we tried to provide medicine and

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gear and provision for everyone who needed and for the army, and

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we couldn't stand aside Yes, for from supporting our community,

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and Ukrainian army, several our employees were enlisted to the

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armed forces. So obviously, we tried to provide them everything

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they need it. And my role in

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this initiative was like a coordinator. And I was like 24

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hours in my phone, just connecting people and try to

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find,

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trying to find money trying to find all staff that

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someone needed. So it was really nervous and challenging time for

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me and for my team. And I even like, burn out for a couple of

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days after like, this 24 hour regime. After three weeks, I

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think I really thankful for everyone who donate and who

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helped us. And we still support our army and people and still

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try to do our best in this field. Well, thank you so much

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for sharing all of that. I want to kind of lead into the next

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question a bit, because one thing that you mentioned was

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that throughout the adjustment period of learning how to keep a

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clear mind and keep yourself balanced while you're dealing

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with so much uncertainty and tragedy. Sadness is that you

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were able to work more. Yeah. And so we needed to work more.

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But one thing I wondered too, is if gaming and organizations like

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main cast have been a way to unite people in the Ukrainian

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community just to build, I don't know, support and community

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during a time when you might need it even more. So how have

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you seen your community change or grow in the last six months?

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Are you seeing more support? Are people coming to beam cast and

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broadcasts for news or destroy

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reactions or something different than, you know, the war? Like,

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what feedback have you gotten from your community? It was hard

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because our community was, like mostly Russian. And it was the

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massive challenge, for sure. For us, mostly because of the

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numbers. The Russian community is simply bigger because of the

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population size, our media outreach, and the amount of

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viewers took a hit. Of course, despite of the situation, we've

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decided to focused on Ukrainian community and to do our best and

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to develop Ukrainian broadcast. So now after the several months,

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so we can see that the quantity of viewers grows exponentially

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from tournament to tournament, and we see the good trend. We

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have you records on Ukrainian Ukrainian broadcasts, we

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understand that building the community and developing it will

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need some time, we're definitely ready to put our best effort

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into it. And we think it is important for us as Ukrainians

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to build

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this like strong, powerful Ukrainian community, and we hope

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it will be like replan. So we try to do what we can. And all

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our work now concentrated focused on

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on this field. Yes, well, and let's talk about what you

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actually do at Main cast so that people can follow it. And you

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are one of the largest esports provider in Europe, and you have

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a huge market. In Eastern Europe. I know you said now,

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especially since you're focusing on Ukrainian or on Ukraine and

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building your Ukrainian community, you have a big

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partnership with ESL to bring CSGO to your area. So what are

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you doing to engage fans and to build and to grow? If you had to

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summarize what does main cast do, we asked to do, and we cover

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all the tournaments, from different tournament providers,

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not only yourself, but PGL blast last year, we have a strong

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partnership with the theater with Electronic Arts, and was

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wealth. And we worked in for a while for, I think about more

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than five years. The official like partner on the

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International, we try to like create the experience for

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viewers, the esport experience, yes, to cover all the

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tournaments, and

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all the popular games in our area. And we try to build

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community and to engage viewers not just watching tournaments,

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but interact with broadcasts to interact with the game in my

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department especially we try to figure out new ways of engaging

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and interaction from tournament to tournament is always a

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challenge to create something new, we like to use new

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technology. Yeah, to use new methods

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and mechanics of engagement. There's the main information

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about cast. Yes, and one thing that we talked about before and

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you have already mentioned this, but I know that a big part of it

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is using data and overlays to engage fans. So can you talk

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about that aspect a little bit, reuse game data to show like

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additional information about the game and about teams, players.

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And we try to try to visualize it

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in the best way, if like a couple of years before

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all the overlays and brought in broadcast was like to 2d like

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flat but now we change the technology and use like full

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environment 3d environment using Unreal Engine. It is totally new

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for gaming and for broadcast and it's like challenging us to find

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new methods of visualization.

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New technologies AR technologies

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and using the real time data and the real time interaction with

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viewers. That's so cool. The 3d stuff is very new still. So

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that's neat. And the biggest problem with that it is not

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popular for broadcast at all. It's like it's more about

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gaming. And that's why for us, it's like constant r&d process.

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So my team like half of the time, just to figure out how to

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use some some new methods.

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And like technologies for the broadcast that is used for

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gaming, and we even communicate with Engine developers to do

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some updates.

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In releases for for our needs. That's so cool. What do you like

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about product design and your role? I know you do media, but

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you also work with product developers and fan engagement

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teams. So what do you like about that, as I mentioned before,

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the product for me and for for our team, Unreal Engine based

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system, we always try yes to do to find new visual effects and

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methods. And we are really passionate about creating the

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new experience and tend to push limits. To create something new

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for the industry, the most important for our job is to go

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out of the box and look at broadcast from the global

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perspective not limited by the broadcast and gaming standards.

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That is the main vector and goal in like product design for our

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team is like, as I said, it's a constant r&d process. So we just

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research and try to figure out how we can use it and how we can

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create some new experience. And then you new methods of

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visualization. What do you, Valerie? Yeah, like about it, or

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like about, I guess, r&d and product design? What are some of

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your favorite parts of your job, cause Dev has seen customer

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development, we have some focus groups and just chatting a lot

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and research trying to find a new insights, how to create this

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upgrade experience and upgrade to our data in broadcast. So my

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main role as a leader, and the manager is to coordinate my team

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and to create a growth strategy and to optimize all the process.

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Because when you scale when my like my team scale, all the

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time, we need always to do some improvements. And it's like,

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nonstop iterations. So if provements My main goal is to

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like coordinate all all this work and all this. implement

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this, like global strategy of the company. I always say that

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in in gaming, everyone is kept on their toes. They have to be

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ready to go all the time. So it sounds like yeah, that too. Yes.

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Yeah, it's a really fast fear of business. And everything can

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change tomorrow, and you need to be ready to pivot and to, to

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change your strategy. Yeah. It's a very challenging, but we are

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passionate about it. And we love this rhythm. And I think it's

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driving us to do to do our best. Yeah, it's always more and more.

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But it's, it's good. You're right. It keeps everything new.

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And you're always learning. Yeah. So it can be it can be

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fun, nonstop. r&d is I guess the the idea of the moment switching

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topics a little bit. I want to chat about getting more women

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into esports. In the US, we have challenges getting women into

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roles for all kinds of reasons. We explore that a lot in this

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show. What is the culture like for you in Eastern Europe, or

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just in Europe in general? What is it like to be a woman in in

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esports in gaming? Yeah, I think we find

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From the culture of the US,

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and but we are on the way. Yeah. And when I started in gaming in

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esports, I was the only one a woman in the company. So it was

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really, like challenging and hard period for me just used to

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be a part of the team.

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Yes. But now, like we have about 30% of the staff are women, I

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think I'm the one who create this culture in our company.

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Yeah, because I was the first one. Yeah. But in general, I

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think like, if we talk about on camera side, they're still

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difficult for women to to prove themselves as equal good, like

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hosts, commentator, interviewers or manager. And people sometimes

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may just afraid of getting into esports. Because it's does

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sounds frightening, in a way, but once you get in everyone is

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equal here, and you just have to do a good job. That's all. So

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now the situation has changed. And you can be on the top just

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because you're a good professional, not just your

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gender. So you mentioned this already. But you are a woman on

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a male dominated team, how has that team supported you? And how

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have you helped your team grow? Well, in terms of work, I'm

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actually the one who support others. Yes. Because in my

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performance, I can often be ahead of my colleague. But then

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on the human side, I think it's all great in, especially in our

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company, everyone tried to support and we have a good

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atmosphere inside the team. Some of my colleagues are my long

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time friends now, after like, I'm six years in industry.

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That's why I always have like, a support, and I'm happy to give

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it back me as like, head of department, I try to create this

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atmosphere where everyone is equal, no matter your gender, or

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your age. And we never were like, we talk like equal, and we

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try to create this good atmosphere inside. So I will try

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to support everyone. And even in my team, I have, like, I think

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even 40% of female now. That's so fun. One thing I've learned

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from doing this show is that when you hire one woman, they

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tend to recruit other women. Oh, that makes sense.

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So we have seen the industry grow and become more inclusive.

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A lot of the feedback I get doing this show is that things

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are getting better, but it's just much more slowly, then

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people expect. So why do you think it's important to get more

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women into gaming to pick up the speed a little? Yeah, the gaming

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industry and community has always been predominantly the

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male male space. Yeah. But now the reality is different. And

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woman hugely influenced trend in the industry and creates

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countless opportunity for the gaming companies, as gamers,

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developers and media, media workers and management workers,

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women esports League have a period. So I think it's a

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growing Yeah, growing trend now. And all the stereotypes, haven't

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stopped in your generation of women, following their passion

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and doing important job in the industry. I think that it's

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something very important to be actively thinking about how are

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we promoting woman and finding talents in terms of gender. I

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think that as more women women are in leadership position, and

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more boards, it's going to boost everyone's success and to boost

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industry.

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But in general, the pie will just get bigger for everyone.

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Don't be afraid. Yes, I couldn't agree more. One question. This

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is a little bit on the spot. But you as you are head of a

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department, what recommendations do you have? Or what advice do

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you have for other people who are in leadership to get more

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women into their companies? Yeah. Don't be afraid to hire

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and give a chance for women. I think we have strong, like soft

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skills that needed to in the gaming industry, women like

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professionals on high level now, and I see you that a lot of in

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even in a lot of companies now, like on a sea level, there is a

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lot of women. Yes. And I think it's a big trend and

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like, community, realized that we can be a good manager and a

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good professional. Other leadership's needs to not be

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afraid because it's like, like a stereotype that gaming. It's all

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about men. Women understand gaming, and can give upscale the

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industry Yes, upgrade the industry. Sorry. One last

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question, because I like to talk about the metaverse on this

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show, because it is kind of an opportunity to start fresher. I

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guess we have so many more types of people building it and so

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many more voices that are loud thanks to social media and

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changes. So we talked about, you know, getting women into

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positions, getting other minority folks into positions

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that kind of reminds me of building the metaverse, right,

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where everyone can play and work how they want. So are you

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thinking about the metaverse at all? And if so, what makes you

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excited about the future of gaming metaphors, as it was

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presented by a meta has a huge impact, yes, and the opportunity

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for the gaming industry. And before the war, we plan to

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create esports meters and be the first who will have such product

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in esports. Now we frozen pros to this project. But I still

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think it will bring a totally new level of experience and a

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lot of new monetization models for the industry. However, I

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still feel it will take a few more years before we can realize

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at least a fraction of its potential as we can see even in

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meta they have some troubles. Yes, in on this field. So I

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think it's a big step in gaming, but we need time, but because of

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some companies that ruined the reputation of mentors. Yes. Just

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trying to like Bazemore to get like some relevance and to get

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some more money from this Hype. Hype team. Yeah.

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Now like the reputations really not really, really good. Yeah.

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But I we hope that Metaverse is bigger than NFT and bigger than

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some online concerts. And it's not about like selling people

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something unique.

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It's about connection people. So through the media and devices

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through the gaming and allowing them to engage in the same

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in the same activities in the in the same space. So it's like

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totally, totally new experience for gamers and for companies and

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for media market. It's like great to watching sign

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tournaments, in Chi Chi's go in meters. I hope it will be in the

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future. Well, I couldn't agree more. I am going to quickly

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summarize our conversation before we get into the last

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segment we started with a discussion on how main cast was

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able to AMG you how, how you and how main cast as a whole were

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able to work for

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forced to adapt because of the war, how you first protected the

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team and how you had to remain clear headed to make decisions.

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Once everyone was safe, tournaments and production

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resumed, and working conditions and mental state were actually

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kept both in very good spirits just because I think it sounded

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like everyone needed a bit of a distraction and that keeping

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that going was important. And in the midst of all this main cast

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created a foundation and a fundraiser to provide slit

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supplies for the Ukrainian people in army who needed it, we

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will absolutely provide any links that we can to that so

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that folks can support it before the war, the main cast community

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was mostly Russian. But since then, you main cast has been

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able to refocus on the Ukrainian community and developing

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Ukrainian productions. viewership has grown

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exponentially since that refocus main cast itself is a studio

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that covers tournaments from different providers, has

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partnerships with ESL EA and more focuses on having

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interactive broadcasts to engage viewers, and showing game data

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and statistics during the match to give fans additional

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information. And that data and statistics isn't just static, it

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can have AR and VR elements and overlays and is tailored to

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increase engagement with the viewer. When it comes to women

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in esports. And gaming, there's a long way to go on the

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production side or behind, or I guess in front of a camera. It's

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difficult to get women to the same level as men. But once a

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woman is in it becomes more equal. Good work is recognized

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as good work. Women have a much bigger say in the industry now

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than a couple years ago. But it's important to get more women

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in especially into leadership positions and boards. And in

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order to do that Ellaria recommends taking a chance on

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women in leadership. When it comes to the metaverse, it's a

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totally new experience for gamers and companies. It's going

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to take a couple of years to build out. There have been some

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bad actors. Hopefully we can get more good actors. And I would

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argue that main cast is already getting into the metaverse with

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VR and AR overlays. So don't I wouldn't say that any projects

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have been frozen or put on hold. You're there. You're there, you

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did it.

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For the last segment, this is what I do with every guest that

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comes on the show. This is just a chance to look back on your

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career and think about your trajectory and the changes. So

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what is one thing you would like to tell your younger self about

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getting into the gaming industry and being successful? As I

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mentioned before, when I come to the gaming industry, I was the

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only one women in the company and it was really challenging to

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be an equal part of the team. And I would like to tell my

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youngest self to be passionate and follow your passion no

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matter what barriers stand

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in your way. Only if you have a big goal and a huge interest,

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you can reach the top. So go follow your passion. I think

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this is the main in gaming because gaming it's still more

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about hobby and about your lifestyle. I don't know maybe in

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us the different situation but in Ukraine, like in our company,

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almost everyone love gaming and love for esports that's why we

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tend to create something big and try to do to do best. Because,

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like we it's like our passion. Yes. Well, I love that. Where

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can people find you or follow you or follow main cast or what

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social media channels do you want everyone to know about?

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Tick tock Twitter, Telegram, Facebook, so you to twitch so

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just

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try to find main cast and there's a lot of different pages

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for the fans of gaming. In general. For Kai's go fans for

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Dota two hours so

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you can find what fit for you. Yeah, and we have English pages,

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social media pages to an Instagram of course yes, my

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My favorite is probably actually my favorite. But thank you so,

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so much for coming on for sharing about what everyone what

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you have been going through what everyone has been going through.

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I'm, I'm honored to have you talk about all of that. So thank

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you. For all the listeners out there. Don't forget to leave

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five star ratings and reviews and helps people find the show.

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Be sure to check out other holodeck media podcasts,

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including meta business and business esports. I'm on

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Twitter, Instagram and LinkedIn at Lindsey poss haven't made it

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on to tick tock yet. We'll get there. You can catch me

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Wednesday afternoons on the business of esports live after

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show and you can catch this podcast in your feed every week.

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We'll see you next week. Thanks for joining us here on meta

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woman. Make sure to subscribe to this podcast everywhere you get

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About the Podcast

META Woman
Weekly metaverse content - for women, by women
Meta Woman will focus on addressing the issues, opportunities, and challenges facing women in the development of the Metaverse. Top female executives and business people operating within the gaming and crypto industries bring a wide range of perspectives through regular guest appearances.

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