Redefining Gamers: A New Era of Opportunity for Brands
In this episode, we’re joined by Aimee Baller, Head of Partnerships, West & Central at Overwolf—the engine behind the gaming creator ecosystem that’s reshaping how brands connect with modern audiences.
Aimee reflects on her path into gaming as the first female leader on Overwolf’s Brand Partnerships team, exploring the power of in-game advertising, why brands can’t ignore gaming culture, and how Gen Z is rewriting the rules of media. She also offers thoughtful insights on mentorship, leadership, and creating space for other women in male-dominated industries.
Episode Highlights
- How Aimee helps brands like Slim Jim and Smucker’s enter the gaming space with impact and intention.
- The truth about modern gamers—and why 40% of Overwolf’s audience is female.
- Why gaming is no longer niche and how brands can meet consumers where they actually are.
- What moment-triggered ads are and why they generate up to 70% brand recall.
- The rise of Gen Z as creators and why they want to shape the plot, not just watch it.
- Why Aimee believes women don’t need to wait until they feel “ready” to lead.
- How gaming can be an additive—not disruptive—space for advertisers.
Aimee’s perspective cuts through the noise—offering real-world advice for anyone navigating today’s fast-moving landscape of culture, technology, and consumer connection.
Links and Resources
Connect with Aimee Baller on LinkedIn
Connect with Overwolf on LinkedIn
Want more from SheSpeaks?
* Sign up for our podcast newsletter HERE! *
- Connect with us on Instagram, FB & Twitter @shespeaksup
- Contact us at podcast@shespeaks.com
- WATCH our podcast on YouTube @SheSpeaksTV
