For over a decade, Ninel Anderson has been a driving force in the gaming industry, reshaping how game development harnesses global talent. As the founder and CEO of Devoted Studios, Ninel’s mission has been to make high-quality, remote game development accessible, creating an inclusive space where the best talent worldwide can collaborate seamlessly. Her latest venture, Fusion by Devoted, a platform launching in 2024, aims to simplify how game developers connect with expert artists, setting the stage for the next evolution in digital world-building. With a deep commitment to innovation, Ninel’s journey reflects her passion for empowering creatives and pushing industry boundaries.

Her impressive resume includes roles as CMO at Room 8 Studio and Head of Mobile Publishing at Wargaming.net, where she led high-impact projects and strategies. Beyond her work at Devoted Studios, Ninel is a vocal advocate for women in the gaming industry, co-founding the Wonder Womxn in Video Games and Animation mixer and hosting the Devoted Speakeasy podcast. In this Faces of Entrepreneurship profile, Ninel shares insights into her entrepreneurial journey, her dedication to fostering diverse talent, and her bold vision for the future of game development.

What does “entrepreneurship” mean to you?
Ninel Anderson: Entrepreneurship is driven by an irresistible urge to bring a burning idea to life and make a difference. It’s when the fear of not doing it becomes bigger than doing it. It’s about a passion to create meaningful change and solve complex problems in a way that leaves a lasting, positive impact. It’s not just about starting a business but making a meaningful difference.

Tell us about your first experience with entrepreneurship.
NA: My solo entrepreneurial journey began with a simple goal: to empower game creatives to work on games from home in their PJs. In 2018, I realized that we can be more efficient as an industry if we can collaborate without the barrier of someone’s physical location. The early days of pushing this ‘radical new idea’ were a whirlwind of learning and adaptation, filled with both challenges and victories. These challenges taught me the importance of building a strong, diverse team and the value of perseverance in the face of obstacles. I met a lot of disbelief and rejection originally, even with successful game releases under our belts. My drive for something new and untried was made even harder by being a female entrepreneur pushing radical change in an industry that has traditionally been male-dominated.

What is your company’s origin story? What is the biggest reason you started your business? What did those early days look like and teach you?
NA: Devoted Studios was born out of a desire to unite and empower top global game creatives under one roof and simplify external development processes. There is such a wealth of amazing talent out there that is held back from working on amazing game projects just because of their location. Despite early resistance to the new model I was driving, support for my idea turned the corner at the beginning of the pandemic since there was no other way for the industry to continue without embracing the work-from-home practice. For us it was a tremendous boost, since we didn’t face any disruption in the 2020 transition. Ever since, we have continued investing into building tools and perfecting practices that support decentralized game development; and allowing every game creative in the world to feel like a true part of the team, no matter where they are located to feel like a true part of the team.

What do you wish you knew when you started? Is there anything you would do differently?
NA: I wish I had known the extent to which delegation is critical to growth. Initially, I tried to manage everything myself, believing it would speed up the process. However, I’ve learned that effective delegation, though it may seem slower at first, leads to better and faster outcomes in the long run. It is important that you recognize what you need to delegate and when you need to delegate it so you can always be focused on the right tasks. Embracing this approach has been a game-changer for us. It also allows me to focus on what I need to focus on as a CEO – driving the future growth and success of the company.

What does “success” look like for you? We’d love to hear your biggest, boldest dream. What do you think will help you achieve it?
NA: Success means creating a vibrant ecosystem where game artists and developers worldwide can thrive. My boldest dream is to see every creative individual with the resources and support to bring their visions to life. Achieving this requires ongoing innovation, inclusivity, and building strong, supportive networks.

What is your superpower as an entrepreneur? What is your proudest and darkest moment so far?
NA: My superpower is being bold in forging new paths and not being deterred along the way by naysayers. If I have an idea, it is not a matter of if, but when. I have a hard time with inefficiencies and a burning desire to fix them. I guess that is why I started a service business. My proudest moment has been seeing that “working from home in your PJs has proven itself over the years and we have built a network of over 3000+ people that we can trust and engage on fascinating projects. My darkest moment was definitely the year 2023. I feel as a leader I need to be the one that looks in the future to see the best path forward for my team. With massive layoffs in the industry, investor activity drying up, and most importantly the uncertainty about AI taking away jobs (which so far hasn’t really materialized), I, for the first time, felt like there were too many unknowns for me to have a clear vision of the future. It took some time to surrender to that reality and focus my time and effort on reinforcing the foundations of the business so that when the opportunity to scale comes, we will be ready.

What are your driving principles, your top values?
NA: My core values are radical accountability, curiosity, care, and focus on results. These principles guide every decision I make and shape the culture at Devoted Studios. They are fundamental in ensuring that we foster an environment where creativity can flourish and every team member feels valued.

Our company’s values are a direct reflection of my personal principles. As CEO, I have an opportunity to build what I stand for with like-minded people. Curiosity is one of my guiding principles. I’ve been very blessed to meet people in my career who openly share their insights and knowledge. If everyone else had these opportunities, we would be in a much better place as an industry. That led to me starting the Devoted Speakeasy and Get Hired video podcasts, where top professionals in the industry share their tips and tricks about their career and shipping amazing games.

What’s it like to work alone or with your partners?
NA: Being a solo Founder has allowed me to be very clear on what my vision is and drive the execution. I have been surrounded by wonderful and highly skilled professionals on my team who can always support me, so I never feel alone.

What role does mentorship play in your world (as a mentor or mentee)? Tell us about what makes mentorship valuable to you and your business.
NA: I never had mentorship per se, but there have been a lot of people on my journey who played an invaluable role in me becoming who I am. Two of the people I always looked up to and regularly sought advice from actually joined Devoted last year and I am incredibly excited to have them on my team.

Can you share some insights into the market or industry you operate in? How have you navigated challenges and changes in the market landscape?
NA: I’ve been incredibly lucky to have built my career in an amazing industry with amazing people and companies. The games industry is a dynamic and vibrant industry that is constantly evolving. It is constantly pushing the boundaries of technology and adapting to players’ ever-changing needs. Interest in games has mushroomed over the past decade as GenZ now cites it as their number one entertainment choice. As such, we’ve seen the proliferation of companies from other sectors enter the space – The New York Times has a games division alongside Amazon, Netflix, TikTok, Apple, and Google.

Many brands are also leveraging game platforms such as Roblox and UEFN to reach younger generations. We are seeing more than ever before games move beyond traditional play to become social networks in their own right where players gather with their friends to compete, play together, watch events, and socialize. This constant evolution of the industry means that Devoted has to stay on top of the latest technology being leveraged as well as the latest technology games are being built on. We’ve navigated this by always staying ahead and through our unique business model being able to access the best niche talent in the industry. This has allowed us to evolve with the industry and support our partners in building what they need whether it be traditional platforms, blockchain games, UEFN and Roblox games, porting games to various platforms such as Switch or the various VR/AR devices, as well as supporting brands and entertainment companies in entering the space.

Many entrepreneurs continue to perfect their daily routines to support their work and greater vision; would you mind sharing your morning routine or a regular ritual that grounds your work each day?
NA: Mornings are the only thing I really miss in life. I work with clients and team members everywhere on the globe and have to start my day very early in order not to miss an opportunity to connect with them.

How do you manage the work-life balance as an entrepreneur? What strategies have you found effective in maintaining your well-being?
NA: I don’t believe work-life balance exists, especially for entrepreneurs. Even when I am not in front of the computer or in meetings, my brain is solving puzzles, planning, and strategizing. I believe that when your work is a reflection of what you stand for in life, it doesn’t feel like a chore. With that in mind I have some rules on how to ensure I don’t burn out: I very rarely work on weekends, I spend quality time with my family and have an amazing community of friends in LA. I enjoy my dance classes, I take breaks for workouts in the middle of the day that help reduce stress, and love my weekend hikes.

Where do you turn for inspiration?
NA: I am a typical extravert, so my best ideas come usually in conversations with my team or peers. Being a remote team, we facilitate in person co-works in different locations after which I always come supercharged.

Building and sustaining a business often involves overcoming various challenges. Can you share a specific moment where your entrepreneurial resilience was tested, and how did you navigate through it to ensure the sustainability of your business? What lessons did you learn from that experience?
NA: When I founded Devoted Studios, I had a new vision around how a service provider should operate. Operate in a way that better serves game developers and operate in a more efficient manner to build and sustain a successful business. My resilience was tested in the early years of founding the company as people pushed back on this new way of doing things. They were so used to everyone doing things the same way. As an entrepreneur, I forged ahead with my vision and developed a clear value proposition around why this new way was better for some companies. When you have a clear articulation of the value proposition alongside passion for building something amazing, you can start to build support. In building this support, we were meaningful about our growth. Our business model already meant that we could build a more sustainable business and on top of this, I was careful about hiring the right people at the right time. Navigating these early challenges reminded me never to give up and to forge ahead with your vision for change. As Peter Thiel says, “the next Bill Gates will not build an operating system and the next Larry Page will not make a search engine.”

Do you have a favorite quote, mantra, or words of wisdom to get through the tough days?
NA: “Luck is when opportunity meets the preparation” by Sineko. I live by this mantra. Staying curious and working on your skills, allows you to be ready not to miss an opportunity when it appears in front of you.

What is a problem that keeps you up at night?
NA: Ensuring a steady inflow of new projects for our remote talent is something that often keeps me awake at night. External game development is inherently volatile, with project scopes frequently changing. I deeply care about providing consistent opportunities for our team, and I constantly strive to secure new projects to keep everyone engaged and fulfilled.

Have you raised outside capital thus far?
NA: Devoted Studios is a fully self-funded company. We believe in maintaining full control over our vision and operations without external financial influence.

Where do you meet investors?
NA: Since I haven’t sought external funding, I haven’t had the need to meet investors. However, if I were to pursue it, I’d connect with investors through industry events, networking meetups, and introductions from mutual contacts. Building strong relationships and finding partners who share the same vision and values is key to successful collaboration.

How has your network helped you raise capital?
NA: My network has been instrumental in providing support, advice, and strategic partnerships rather than capital. Their connections and insights have helped us grow organically and build a strong foundation.

If you’ve chosen not to fundraise, why?
NA: We chose not to fundraise to retain full control over our company’s direction and decision-making. Being self-funded allows us to remain agile and true to our mission without external pressures.

What do you think about helping others through your work?
NA: Being a service business our 24/7 is helping others to be successful in building and shipping their games. I recently co-founded a Wonder Womxn in video games and animation mixer to help facilitate better support systems in the industry. My proudest moment during our last event was when people came up to me sharing that they started a new job thanks to a connection they made there. The events are free, which ensures they are inclusive.

Have you faced any significant crises in your business, and how did you manage and overcome them?
NA: A significant portion of our team was located in Ukraine so was heavily impacted in 2022. I am Ukrainian myself and having family there during these times was truly one of the hardest things in my life. I feel like during that time we as a team became more than just colleagues. Our team members in other locations stepped up immensely taking on more workload to ensure projects’ delivery wasn’t interrupted while we focused on getting others to safety. We’ve done everything we can to support our team members in transitioning to new locations for work or supporting them as they continue to live across Ukraine. It is important to be human first and support your incredible team in times of need. Without them, you have nothing.

What advice do you have for fellow (and aspiring) entrepreneurs building and leading teams?
NA: I have heard so many opinions of why my idea or my business is not good / will fail. The truth is it takes a tremendous amount of stubbornness and resilience to make your vision come true, which usually is the key to success, not the vision itself. So if you believe in it, just do it!

What kind of an entrepreneur do you want to be known as – as in, what do you want your legacy to be?
NA: I would love my legacy to be about creating equal opportunities, overcoming inefficiencies and empowering remote collaboration, where people are valued based on their skills and contributions to the success of the project, not physical locations. I want to have made a lasting difference in unlocking remote talent so the struggles companies and people have today are eliminated. And in doing this for the games community, my vision is that this will ignite the future of digital worlds so that any company in the world can leverage remote talent to build what they want, when they want it, and in whatever digital space it needs to be in.

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