Visibility Matters: How Personal Branding Is Reshaping Careers in Mobile Gaming

For years, the mobile games industry rewarded those who stayed behind the scenes: strong results, solid KPIs, and quiet execution. But that model is changing, and personal branding is shaping careers in the industry.

Today, visibility, credibility, and trust are becoming just as important as performance metrics, especially in business development, partnerships, and B2B growth. Few people illustrate this shift better than Melanya Laz, a business development leader, content creator, and host of GameBiz Heroes.

We recently spoke with Melanya, where she shared how she entered the global gaming industry without a traditional background, why she wishes she’d invested in her personal brand earlier, and what gaming companies need to understand about creator-led trust in 2026.

Watch the full Interview with Melanya Luz

Breaking Into Gaming Without a Traditional Path

Melanya’s journey into gaming didn’t start with development or publishing, it started with curiosity.

After finishing university, she knew she wanted to work at the intersection of technology and people. Gaming became the obvious fit, even though she didn’t come from a classic gaming background. Her first role was at a product analytics company working with game developers and publishers worldwide, right as the pandemic reshaped how the industry operated.

With conferences canceled and teams fully remote, her early career was built almost entirely online. That limitation turned into an advantage.

“I entered this industry without any background in mobile gaming, without a network, and without a clear plan. What helped was curiosity, consistency, and being open to conversations with people all over the world.”

Working in a smaller market pushed her to think globally from day one—connecting with studios, publishers, and service providers across regions rather than relying on a local ecosystem.

The Moment Visibility Became Real

One of the biggest turning points in Melanya’s career wasn’t a title change, it was stepping onto a conference stage.

Speaking publicly, especially at international events, didn’t come naturally. The nerves were real. But those early panels—particularly through her work with Women in Games—changed how she saw herself and her role in the industry.

“That was the first moment I thought: maybe I am enough. Maybe people actually want to listen.”

Visibility wasn’t and isn't about ego. It was about realizing that shared experience, even when imperfect, has value. Over time, those moments compounded, leading to panels across Europe, stronger networks, and deeper industry trust.

According to Melanya Laz, visibility amplifies credibility in gaming careers.

Why Personal Branding Matters More Than Ever in Gaming

Looking back, Melanya is clear about one thing: she wishes she’d started building her personal brand sooner.

For a long time, she believed results alone would speak for themselves. But today, she sees visibility as an amplifier—not a replacement for performance, but a multiplier.

“If I could go back, I’d start sharing my learnings and opinions earlier. Visibility amplifies everything you already do.”

This shift reflects broader changes in gaming and B2B marketing:

• Companies are investing less in faceless outreach

• Trust is increasingly built through people, not logos

• Audiences respond better to real opinions than polished messaging

Personal branding, when done authentically, becomes a bridge between expertise and trust.

From Ads to Opinions: A Shift in B2B Gaming Marketing

Melanya is seeing a clear trend: gaming companies are moving beyond paid ads alone and investing more in people-led visibility.

Founders, operators, and industry specialists who post consistently and have real experience are becoming trusted voices. Brands are now collaborating with individuals on reports, webinars, podcasts, and content because it feels credible rather than transactional.

“People don’t want just ads or AI-generated messages. They want real opinions from people who understand the industry.”

This mirrors what B2C has done successfully for years and B2B gaming is finally catching up.

GameBiz Heroes and Creating Space for Industry Voices

That belief in people-led credibility is also what led Melanya to launch GameBiz Heroes.

The podcast creates space for honest conversations about careers, growth, and the realities of working in games—especially for those navigating non-traditional paths.

It’s not about perfection or “right” answers. It’s about showing that there are many ways to build a meaningful career in gaming.

Small Steps, Long-Term Growth

Rather than chasing titles or fixed milestones, Melanya focuses on small, achievable steps that compound over time.

“If you only set a big goal, like becoming a director in five years, but don’t define the steps, you won’t get there.”

This mindset applies to both careers and personal branding: consistency beats intensity, and progress comes from showing up regularly.

Final Thought: Visibility Is Not Optional Anymore

The mobile gaming industry is increasingly shaped by visible voices, shared experiences, and trusted individuals. Whether you’re in growth, partnerships, UA, or leadership, being seen and heard is no longer optional.

As Melanya’s journey shows, credibility grows when expertise meets visibility and when people are willing to step forward, even before they feel “ready.”

At Hubapps, we aim to raise the profile of the mobile gaming industry and those doing great work in it. If you'd like to contribute insights, please connect with us on LinkedIn. 

To close, we asked a few questions on personal branding for mobile gaming

Why is personal branding important in the mobile games industry?

Personal branding helps professionals build trust, credibility, and visibility in a highly network-driven industry. As mobile gaming becomes more competitive, opportunities increasingly go to people who are known for their expertise, not just their job titles. A strong personal brand amplifies experience, opens doors to partnerships, and accelerates career growth.

Is personal branding only useful for senior leaders or founders?

No. Personal branding is especially powerful for mid-level professionals, specialists, and those entering the industry. Sharing learnings, insights, and real experiences helps build authority over time, often before a formal leadership title arrives. In mobile gaming, visibility often precedes opportunity.

How can someone start building a personal brand in mobile gaming?

Start small and stay consistent. Share practical insights from your role, lessons learned, or opinions on industry trends. Engage in conversations, attend events, and connect with others without overthinking it. Authenticity matters more than polish. People respond to real experience, not perfectly crafted messaging.

About the guest

Melanya Laz helps gaming and B2B SaaS companies grow through business development, partnerships, and standout B2B content. She has 7+ years of experience in gaming, growth, and partnerships, and is the host of GameBiz Heroes on Subsack, Spotify, YouTube, and LinkedIn.