Work-Play Balance Found At Digital Extremes
Written by Meridith Braun, Director of PR and Marketing, Digital Extremes
At first glance, walking through the halls of Digital Extremes, one of Canada’s premiere game development studios in the country’s burgeoning video game industry, you see the typical workings of a busy office. Receptionist, check. People working at their desks, check. Colleagues meeting in offices, check. Looking again, you start to notice more than the average work setting and begin to realize the work here is anything but typical.
3D images flash across computer screens. Unrecognizable sounds boom from the audio design room. Indecipherable mazes line the walls of a level designer’s office. Here, worlds can be built and destroyed in a day and then built again. Wash, rinse, repeat; until the formula is right, until all the glitches are fixed, until the ever-elusive ‘fun factor’ is found.
For almost 20 years, Digital Extremes has been finding that ‘fun factor’ for millions of video game enthusiasts throughout the world from their humble beginnings with the shareware hit, Epic Pinball to marking their place in industry history with Unreal Tournament and its many sequels. Then building on that success with continuous blockbusters like BioShock 2 and soon, The Darkness 2 and Star Trek.
The company has grown from its founder, James Schmalz to more than 170 employees (up 50% from last year alone) and has recently moved into a newly designed state of the art 33,000 square foot studio in London, Ontario to accommodate their continued growth. Between the restaurant-style equipped kitchen to the movie theatre quality viewing room to the fireplace lounge where everyone knows your name, the space was designed on the principles of comfort, creativity and passion in order to evoke those same qualities from the team working there.
Working with a young creative centric employee base, Digital Extremes focuses on creating a work-play balance that stimulates productivity. A quick game of 8-ball on the lounge billiard table can provide a much-needed break for mindless fun before returning to mind-boggling programming algorithms. Daily homemade lunch served family style sitting amongst colleagues you don’t always work with on a regular basis can spark the brightest of ideas or help solve the hardest of problems. Company sponsored, movie nights, happy hours, sports teams and game launch parties help build camaraderie and companionship outside of work. Even relieving the team of everyday worries like healthcare benefits, retirement planning and flexible work hours is helpful in the long run.
Outside of the average workday, Digital Extremes has also made a local name for itself in promoting London, Ontario as an expanding technology hub for the video game industry. Lobbying Ottawa for support as well as sponsoring the annual DIG Game Developer Conference held locally has planted the seeds for industry growth in London. In addition, being a mindful contributor to the community is a priority at the company where annual charitable drives are a regular occurrence throughout the year.
Working at Digital Extremes is anything but typical and they wouldn’t want it any other way. It’s a formula and philosophy that has helped them grow into the company they are today and will sustain them into the future.
Marketing matters: from IBM to Kyndryl
Prior to joining Kyndryl as Chief Marketing Officer, Maria had a 25-year career at IBM, most recently as the tech giant’s CMO where she oversaw all marketing professionals and activities across North America, Canada and Latin America. She has held senior global marketing positions in a variety of disciplines and business units across IBM, most notably strategic initiatives in Smarter Cities and Watson Customer Engagement, as well as leading teams in services, business analytics, and mobile and industry solutions. She is known for her work with teams to leverage data, analytics and cloud technologies to build deeper engagements with customers and partners.
With a passion for marketing, business and people, and a recognized expert in data-driven marketing and brand engagement, Maria talks to Business Chief about her new role, her leadership style and what success means to her.
You've recently moved from IBM to Kyndryl, joining as CMO. Tell us about this exciting new role?
I’m Chief Marketing Officer for Kyndryl, the independent company that will be created following the separation from IBM of its Managed Infrastructure Services business, expected to occur by the end of 2021. My role is to plan, develop, and execute Kyndryl's marketing and advertising initiatives. This includes building a company culture and brand identity on which we base our marketing and advertising strategy.
We have an amazing opportunity ahead at Kyndryl to create a company brand that will stand apart in the market by leading with our people first. Once we are an independent company, each Kyndryl employee will advance the vital systems that power human progress. Our people are devoted, restless, empathetic, and anticipatory – key qualities needed as we build on existing customer relationships and cultivate new ones. Our people are at the heart of this business and I am deeply hopeful and excited for our future.
What experiences have helped prepare you for this new opportunity?
I’ve had a very rich and diverse career history at IBM that has lasted 25+ years. I started out in sales but landed explored opportunities at IBM in different roles, business units, geographies, and functions. Marketing and business are my passions and I landed on Marketing because it allowed me to utilize both my left and right brain, bringing together art and science. In college, I was no tonly a business major, but an art major. I love marketing because I can leverage my extensive knowledge of business, while also being able to think openly and creatively.
The opportunities I was given during my time at IBM and my natural curiosity have led me to the path I’m on now and there’s no better next career step than a once-in-a-lifetime-opportunity to help launch a company. The core of my role at Kyndryl is to create a culture centered on our people and growing up in my career at IBM has allowed me to see first-hand how to prioritize people and ensure they are at the heart of progress in everything Kyndryl will do.
How would you describe your leadership style?
I believe that people aren't your greatest assets, they are your only assets. My platform and background for leadership has always been grounded in authenticity to who I am and centered on diversity and inclusion. I immigrated to the US from Chile when I was 10 years old and so I know the power and beauty that comes from leaning into what makes you different from other people, and that's what I want every person in my marketing organization to feel – the value in bringing their most authentic self to work every day. The way our employees feel when they show up for themselves authentically is how they will also show up for our customers, and strong relationships drive growth.
I think this is especially true in light of a world forever changed by the pandemic. Living through such an unprecedented time has reinforced that we are all humans. We can't lead or care for one another without empathy and I think leaders everywhere have been reminded of this.
What’s the best leadership advice you’ve received?
When I was growing up as an immigrant in North Carolina, I often wanted to be just like everyone else. But my mother always told me: Be unique, be memorable – you have an authentic view and experience of the world that no one else will ever have, so don't try to be anyone else but you.
What does success look like to you?
I think the concept of success is multi-faceted. From a career perspective, being in a job where you're respected and appreciated, and where you can see how your contributions are providing value by motivating your teams to be better – that's success! From a personal perspective, there is no greater accomplishment than investing in the next generation. I love mentoring younger professionals – they are the future. I want my legacy as a leader to include providing value in work culture, but also in leaving a personal impact on the lives of professionals who will carry the workforce forward. Finding a position in life with a job and company that offers me a chance at all of that is what success looks like to me.
What advice would you give to your younger self just starting out in the industry?
I've always been a naturally curious person and it's easy for me to over-commit to projects that pique my interest. I've learned over years of practice how to manage that, so to my younger self I’d say… prioritize the things that are most important, and then become amazing at those things.