The gaming and esports industry is booming, but for many women, the path to professional opportunities is still lined with barriers – from lack of representation to limited access to competitive platforms.
For Sam “Tech Girl” Wright, esports partner at Red Bull and one of South Africa’s most recognised gaming personalities, this isn’t just an observation – it’s a challenge she’s committed to tackling.
“Women make up a significant portion of the gaming community, yet their presence on the professional stage remains disproportionately small,” Wright says. “It is not because of a lack of talent – it’s a lack of visibility, resources, and pathways to compete at the highest level. Until we bridge those gaps, we’re leaving potential on the table.”
In an industry where opportunity often begins with access – to tournaments, to training, to mentorship – Wright believes brands have a critical role to play.
Red Bull’s investment in gaming is a case in point. Through events like Red Bull Tetris, which celebrates speed, strategy, and creativity, and a major presence at Comic Con Africa as an example, the brand is building platforms where all players can test themselves, gain exposure, and grow their careers.
“It’s about normalising diversity on the stage,” Wright adds. “When women compete in the same arenas, under the same conditions, and get the same coverage, the narrative shifts. That’s when the next generation starts to believe there’s a place for them here.”
Wright’s own journey – from passionate gamer to international esports host – is proof of what’s possible when support and opportunity align. But she is quick to point out that her story shouldn’t be the exception.
“We need more entry points,” she says. “Not everyone has the resources to travel, train, or network their way into the industry. That’s why accessible events, community programmes, and brand-backed initiatives matter – they lower the barriers to entry and keep talent in the pipeline.”
With Red Bull Tetris and Comic Con Africa set to engage thousands of fans and players this year, Wright sees 2025 as a chance to raise both performance and participation.
“The future of gaming is diverse – not because it should be, but because it already is. Our job is to make sure the stage reflects the reality of the community.”