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How to Network - Especially at GDC

How to Network - Especially at GDC

by Marc Mencher

 

What do you think of when you think of March? St. Patrick's Day? Taxes due next month? The assassination of Caesar?

If games are your business, when you think of March, you probably think of the Game Developers Conference. Whether you envision roaming the vastness of the Convention Center or cramming yourself into the Fairmont lobby bar, it's almost that time of year to pack those hip yet comfortable shoes and wing your way to San Jose .

GDC is also that time of year to wake up those hibernating networking skills and start reconnecting with industry acquaintances, as well as make new ones. There are several key opportunities at GDC, from exploring the Expo floor to rubbing shoulders with successful developers at the Game Developers Choice Awards, to meet folks in the industry who could play a significant role in either helping you land your dream job or build your business.

Before you go to GDC to see old friends and refresh your game design or programming skills, take some time to refresh your networking skills. To help you shake off the cobwebs, the following are reminders, tips, and guidelines, both general and GDC 2004-specific, to help you best showcase you and your abilities and help you make the most of your GDC networking opportunities.

Talk

It doesn't matter who you're talking to, as long as you're talking. To make the most of a networking event like GDC, you need to spend 75 percent of your time with people you don't know. Sure, it's okay to go to have an established base of a small group of friends, but use them as "home base". If you find yourself sitting at the same table in the common area between sessions, talking to the same people and, in short, spending too much time at home base, walk away from your group, go get a drink and speak to a stranger in line. Force yourself to meet people along the way. Head outside to the smoking section. Even if you don't smoke. While they may have long-term health problems in common, you'll generally find a diverse and very interesting cross-section of people in the outside smoking area.

Listen

Yes, you should be talking, but listening is just as important. Give others the opportunity to speak, and even boast. Show interest and pay attention. Keep in mind that your goal is to gain and exchange information. You can solicit the information you want by talking and directing the conversation, but then you need to listen.

Short & Sweet

Keep the conversation short and sweet, or people will lose interest. This is where a nutshell description of what you do or your goals comes in very handy. If you're at GDC hoping to make contacts to further your career as a game artist, then come up with a succinct "pitch" on how to describe yourself. Ever see "The Player"? Then you know about short and sweet movie pitches. Think of yourself as a movie in development in need of funding.

Keeping it short and sweet also means you need to use a filter. In her article, "Use a Filter: Why You Should Not Express Every Last Thought That Pops In Your Head to People You Really Don't Know", public relations and marketing maven Beverly Cambron explains:

"...the truth is this is a small industry. It may be big money-wise, but there is still very much an 'it's a small world after all' atmosphere. Many in the industry consider the Game Developers Conference something akin to a high school reunion, so unless you're well acquainted with the person you're talking to, don't badmouth someone else..."

GDC is wall-to-wall industry professionals. And people have ears. Make your snide remarks about certain games or people to yourself in the privacy of your hotel room. You never know who's standing behind you in line.

When keeping it short and sweet, also keep in mind the advice from Thumper's mom: if you can't say anything nice, don't say anything at all.

Prepare

Prepare yourself to network before any event. It's useful to have a couple of topics on general issues for conversation. Before a networking event, brush up on current industry trends and world news. What are the latest headlines? Check out the latest news on industry related websites such as this one to get updated on current game development issues. Be ready to engage in conversations, several kinds of conversations. For example, you should know the top selling games for the last quarter and for the year. It's natural to feel uncomfortable socializing with strangers, so preparing yourself ahead of time will ease that discomfort. If you can't think of an opening line when approaching people, how about just asking if they've had the opportunity to play the latest buzzed-about game? That will get the conversation flowing.

Research

Do your research to zero in on specific people. Target six industry people you intend to meet and develop a connection with beyond a brief networking introduction. A good opportunity for this is during the sessions. For example, you know that Andy Artist, who worked on your favorite game by Groovy Games is leading a roundtable on world building in Maya. You want to work for Groovy Games. This person would be a good target for you. Research Andy Artist. Who is this guy? What other games did he create? What other game companies did he work for? Has he written any articles? Prepare yourself to try and speak with him one-on-one before and/or after the roundtable.

Goals

Set a goal for the number of new contacts you want to make before specific GDC events and stay aware of your time. Spending too much time with any one person defeats the purpose of networking. Your objective is to take advantage of the entire room. If you spend two to three minutes with each prospect, that gives you a possibility of 15 to 20 contacts per hour. Ten minutes each equals six contacts. When you're in a room full of prospects, every minute counts! Obviously the size of the event, small roundtables versus awards ceremonies, dictates the amount of time you should spend with each person.

Business Cards

Bring business cards and hand them out. To network effectively, you must bring business cards and, more importantly, you must hand them out. Even if you're not working at the moment, create your own clever personal business card. Get a personal website and email address that you will keep for the rest of your life. Put every conceivable way of contacting you on your business card.

Take Notes

Write notes on the back of the other person's business card or on a small pocket-size notebook you carry with you for easy note taking. If you can't take notes during the conversation, then jot down whatever you can recall from the conversation immediately after you leave.

Do the Math

Talking and listening to just a couple of people isn't going to cut it . In the networking game you're making connections and circulating your name. Talking to people gets you jobs and gets you business. U.S Department of Labor statistics show that 80% of jobs are unadvertised and obtained through networking. The ultimate goal in your networking efforts is to position yourself to interview and, even better, get hired for these unadvertised jobs. You never know who can help you, so talk to as many people as you can.

Get Names

The most important information you want to get from people when networking is the names of other people you can contact. If you're networking to find a job, never just out and out ask for a job unless the person you are networking with brings up the subject. Asking someone for employment is an immediate turn-off. Yes, you want a job and/or to advance your career but when networking your focus should be on: gathering information to help tailor your resume presentation; gathering insider information and opinions; and finding mentors. The time for directly asking for a job or job advice occurs after a networking event, and once you have established an ongoing relationship. So, don't sweat over the prospect of having to ask for a job at GDC. Just think of yourself as a focused socializer.

Assessment

After the event is over, sit yourself down and evaluate your performance. How many business cards did you give out? How many did you get? What did you do that worked for you? What did you do that did not work? Can you think of another way to increase your effectiveness next time? Recognize that there is more to networking than greeting people. Develop a step-by-step plan for how you'll build relationships and how you can effectively tell your story.

When you get back home or to your hotel room enter the names of the people you meet into a database or filing system. Transfer all notes taken, personal information you learned, topics of conversation you spoke about, things you have in common, etc. You will need this information later as you attempt to continue the networking process.

Following Up

Follow-up is key to the networking process. After meeting a contact send a "great to meet you" e-mail. Reference any notes you took on the conversation you had with this person. If your listening skills were working then you will have plenty of fodder to use. Do something constructive with the names and information you've gathered. Stay in touch with the most meaningful contacts.

 

Key Events at GDC 2004

If you've never attended the Game Developer's Conference, it offers premium opportunities to hobnob with and learn from industry luminaries who lead more than 300 lectures, tutorials, panels and roundtables covering all aspects of game development for all platforms and all genres. To see a grid of all lectures, tutorials, and roundtables in their respective time slots each day visit the official website at www.gdconf.com. Not only do these sessions offer an opportunity to learn more about your area or interest of expertise, they also offer excellent networking opportunities.

While virtually every event at GDC is a great networking opportunity, the following are a few of the highlights. Just remember to show up early, and try to stand close to the entrance at the beginning and end of the event. This is a good way to get familiar with industry faces and be able to seat yourself near someone you want to meet. Also, be sure to place your conference badge where it can easily be read. Don't stick it in your pocket or tuck it under a jacket. There's nothing cool about not having a job or more business because you made it difficult for people to catch your name.

Expo Floor

Wednesday, March 24 - Friday, March 26

Game development-related exhibitors demonstrate the latest technology, services and products on the GDC expo floor. There is also usually a section of the floor designated as "Job Fair" where many game companies inform you of open jobs. For the majority of us, job-hunting is not as easy as going to GDC and handing over a resume. While some people do get jobs this way, most don't. Concern yourself more on researching the company and the positions they have open. Then, go home and research who will be hiring for these spots and send your resume to them and HR at the same time.

 

Game Developers Choice Awards

Wednesday, March 24, San Jose Civic Auditorium

Transcending consumer fads, the Game Developers Choice Awards feature games and developers that are truly worthy of recognition. The recipients are chosen by those who know games best -- their creators. Only professional game developers who nominate, however, are eligible to vote for the finalists. The awards ceremony should offer a terrific opportunity to meet people whose work you have admired.

 

IGDA Annual Meeting

Thursday, March 25, 1:15 - 2:45pm

The IGDA's board of directors and executive management take this time to give developers a rundown of the Association's progress over the past year, as well as indicate what's in store for the coming year. This will also be the time when new board candidates will be presented. There will be a Q&A period to get feedback and input from the community. This is another great networking opportunity. Many industry icons like to give back to our community by doing volunteer work for the IGDA. You can easily research and target the people here. The Q&A forum is a great way to "force" you to interact and it certainly makes it easy to approach people immediately after the event ends. Don't forget to introduce yourself to the four people sitting around you in the audience!

 

Group Gatherings

Check site for time and place

If you're new to the industry, be sure to attend one of the three "newbie" Group Gatherings for Artists, Designers, and Programmers I will be presenting again this year. Last year's gatherings were very informative and offer you a great opportunity to ask questions about working in the industry.

 

Booth Crawl

Thursday, March 25, 5:15 pm - 6:30 pm , Expo floor

Explore the floor seeking out information on the latest innovations presented at the GDC Expo. Talk with company experts in a more relaxed atmosphere, and get your questions answered as you snack on happy hour goodies and enjoy catching up with technology.

 

Finally, the Fairmont Hotel Bar is also another awesome networking opportunity. Early or late in the night, you will find it good pickings here. Camp out in the lobby of this hotel (euphemistically speaking). Buy people drinks and engage in conversations. If you're not into the bar thing, a more subdued networking opportunity exists at the Hilton Hotel 's restaurant during early breakfast hours.

 

And no matter where you make your networking opportunity happen keep in mind the following turn-offs:

  • Don't directly ask for a job.
  • Don't expect to attend game industry functions and leave with a job.
  • Don't monopolize someone's time.
  • Don't tell that joke.
  • Don't drink too much.
  • Don't dress inappropriately.
  • Don't give a "hard" sell.
  • Don't complain.

 

While this time of year brings networking to the forefront, it should be a year-long practice.

Constantly identify organizations, events, professional groups and social clubs whose members meet your profile characteristics, and get involved. Get to know people, and let them know what you do. Volunteer for committees, attend conferences, and maximize opportunities that might spin off from the formal sessions. And at each of these events apply the preceding guidelines and you will not only get in the game, you will stay in it.

 

Related Resources/Links

 

Author Bio

Marc Mencher

A specialist in game industry careers, Marc Mencher has helped thousands of job seekers land jobs with the hottest gaming companies. Before joining GameRecruiter.com he worked for game companies such as Spectrum Holobyte, Microprose and 3DO. Marc served as President of the International Game Developers Network, then as an advising board member for the following year. He has spoken and held roundtables at several Game Developers Conferences, is a regular speaker at International Game Developers Association (IGDA) events around the country, and was a featured panelist at E3 2002. In addition to representing the game industry's hottest talent, Marc also volunteers his time as a career coach for graduates from Full Sail Real World Education, helping them land their first game industry jobs. His articles have been featured in GIGnews, Gamasutra, and GameWEEK. Currently, he is working with the IGDA on chapter development and Games-Florida, a non-profit organization formed with the intent of nurturing and expanding the interactive multi-media industry in the state of Florida . He has also served as a Technical Advisor and Executive Producer for several recently released PC games.

The opinions expressed in this article do not necessarily represent the IGDA.