Anastasia Zaiceva, Chief Communications Officer at ZiMAD, stands as a dynamic force in the gaming industry, bringing over a decade of expertise in strategic communications, brand marketing, and community development.
Since joining ZiMAD in 2022, she has built a full-stack communications function from a couple of community managers, leading media strategy (with over 450 global features), internal brand development, and product-aligned messaging across the company. Anastasia has also advised over 50 tech startups — from initial pitch to go-to-market (GTM) and beyond.
What has your experience been like navigating leadership as a woman in gaming, and what helped you overcome challenges?
Navigating leadership as a woman in the gaming industry has been both rewarding and challenging. The sector is still evolving in terms of gender equity, and I’ve encountered biases that required resilience and long-term thinking to overcome.
What helped me most was building a strong support network, continuously investing in my growth, and leveraging emotional intelligence to lead authentically.
Strategic planning has also been key — knowing where you’re headed makes it easier to weather any storms along the way.
Image Credit: Anastasia Zaiceva
What does it take to be a leader in an AI-driven world, especially in a creative, fast-evolving industry like gaming?
In an AI-driven world, especially in gaming, leadership demands a unique blend of emotional intelligence and practical AI knowledge. You need to understand how AI can support creativity rather than replace it.
A strong leader today must encourage experimentation, foster collaboration between human and AI capabilities, and remain deeply empathetic. Knowing your tools is important, but understanding your people is vital.
As a C-suite executive and a full-time mother, how do you balance everything in your life, and what is your best advice for multitasking?
Balance comes from being intentional. I set clear boundaries and prioritize ruthlessly. Effective time management, delegation, and the right digital tools help me stay on track. But the real secret is being present — whether I’m in a boardroom or with my family, I try to give 100% to the moment.
My advice? Don’t chase “perfect balance” — chase presence, clarity, and flexibility.
You have said, “Networking is essential if you know how to do it right.” What’s your strategy for building meaningful industry relationships?
My approach is rooted in respect and intention. I treat people’s time with care, being prepared, punctual, and genuinely interested. Being fully present during interactions helps build trust.
Long-term success comes from strategic relationship-building: identifying key players, setting goals, and nurturing those connections over time. It’s not about quantity; it’s about mutual value.
You’re very active in the gaming event scene. From your perspective, what makes a gaming event truly impactful for professionals and studios?
Impactful gaming events offer three key things: relevant connections, real conversations, and opportunities for learning. I always encourage teams to research attendees in advance to make targeted, meaningful connections.
Panel discussions and workshops are where true insight and collaboration happen — they’re the heart of a great event. It’s about curating the right environment for exchange.
What are your thoughts on Turkiye in the global gaming ecosystem? What are the strong and weak points from your perspective?
Turkiye is an exciting and fast-growing player in the global gaming ecosystem. The talent pool is incredibly strong, especially in mobile and casual games, and the startup scene is vibrant.
However, challenges remain in terms of access to investment, infrastructure support, and scaling beyond regional markets. With the right ecosystem backing, Turkiye has the potential to become a creative powerhouse.
Looking ahead, what trends or disruptions do you believe will most shape the future of the gaming industry?
AI personalization is already transforming the way we create and experience games, tailoring content to players’ preferences is becoming standard.
But beyond that, the future lies in blending immersive user experiences with scalable content creation. AI will play a central role, but human creativity will remain the differentiator. Studios that can harmonize both will lead the way.
Chief Communications Officer of ZiMAD
