From CS:GO to the Future of Esports: An Interview with Rikke Uldall

As part of my "Diversity in Games" newsletter series highlighting women in the games industry, I had the pleasure of speaking with Rikke Uldall. While Rikke has worked with many major brands in the esports industry, she is quick to emphasize that her opinions are purely subjective and based on her own experiences. With a wealth of knowledge and expertise in the industry, Rikke has touched on multiple games and genres, but her main experience lies in the world of CS:GO. In this interview, we delve into her experiences and perspectives on the esports industry, and gain valuable insights into the challenges and opportunities for women in this exciting and rapidly-evolving field.

How did you first become interested in esports, and what drew you to it?

I grew up playing video games with my dad. It became this kind of safe space for me, as well as a way for us to bond over something we both really loved. To this day, Unreal Tournament (1999) remains my favourite FPS game. So it was born purely of personal interest and a love of gaming when I applied for an internship in the esports industry.

Can you discuss some of the key differences between traditional sports and esports, and how these differences shape the industry?

There appears to be a sense of cultural gatekeeping preventing esports from being recognized as a high cultural product. We (those of us working in esports) spend an awful lot of time defending the industry’s worth, explaining the how's and whys when it comes to performance and entertainment value. You’d never see a traditional sport like football having to defend itself in this way.

I wrote my entire master’s thesis on new media recognition and esports’ pursuit of aesthetic legitimacy, because whenever I used the term “esports athlete” around my friends and family they’d dismiss the topic completely, laughing and rolling their eyes. The notion of esports being a legitimate, professional sport was utterly absurd to them.

How do you see the esports industry evolving in the next few years, and what factors do you think will contribute to this evolution?

The industry has grown exponentially for years, and I see no reason why this shouldn’t continue. The increased interest from (potential) partners and a constantly growing audience is pushing the industry forward, and generating more attention around the countless possibilities of esports.

In Denmark we’re also seeing an increase in government support for esports, which helps establish a more legitimate framework, as well as encourages the overall growth of the industry. I think this is a really important step, and something I’d love to see on a global scale.

How do you approach teaching about esports to students who may not be familiar with the industry or its history?

I usually begin my lectures by showing a few clips from live events, like players walking on stage, casters screaming as the finals end and the winners are crowned, lights, music, thousands of cheering fans in colourful jerseys. The students’ reactions are always mixed, some are surprised at the enormity of these events, some think it’s incredibly cool, and some look at the players and mutter “nerds” under their breath. Nevertheless, I find this is the most objective introduction I can give, to let them see the world I work in before I start explaining how I put my academic skills to use through digital communications and marketing.

Can you discuss some of the specific structural or systemic factors that contribute to the limited opportunities for women in esports, and what steps can be taken to address these disparities?

I’d wager systemic sexism is the biggest obstacle. Misogony is probably the oldest system of opression established and it is still so entwined with our culture and current way of life. As an example, women have been fighting for equal pay for decades and this still hasn’t been achieved. Systemic sexism is obviously an issue of society as a whole and is not at all limited to the esports industry, but the limiting factors caused by systemic sexism are the same in esports as they are everywhere else. The first step is to recognise this as an actual issue, the next is to take real action in order to create equal opportunities and equal representation.

Representation matters in esports as it does everywhere else. A lot of young girls today love video games, just as much as I did when I was a kid, and they deserve to see themselves represented in the women on stage just as much as the young boys see themselves in the men. Thankfully, this is something that has started to happen already.

I also think we have a responsibility to educate our audience. Change doesn’t just happen, it takes hard work and dedication, and those who already have an audience - those who are already represented - have a responsibility to fight for those who are not. Organisations and players with massive followings need to recognise their influence and use it to advocate for a more diverse and equally balanced esports industry.

How do you see the lack of representation and visibility for women’s teams in esports impacting the broader culture of the industry, both for players and fans?

The way I see it, if you work in esports you have an active hand in shaping the industry. You have an obligation to care about matters of equality and representation because you have the power to create it, or at the very least call attention to it. Esports is a massive industry reaching all over the globe, and creating equality, diversity, and cross-cultural understanding in such a multi-faceted field takes incredible care and attention to detail. You have to be aware of how your actions, your team, your tournament, your brand is influencing the evolution of the industry and what kind of message you send to a global audience because you are the role model. So if we as an industry do not actively work towards creating a space for women within esports, then we’re sending the message that women do not belong here and that we do not care to change that. Obviously, this is not the message we should be sending.

How do issues of sexism, harassment, and discrimination impact women’s esports players and teams, and what can be done to create more supportive and inclusive environments within the industry?

A lot of women are being harassed when playing online games simply because they are women, and when this issue is discussed it often brings about the notion that women should just have “thicker skin,” and that these insults are just a part of the online gaming community. I know women working in esports who have faced harrassment from their colleagues and superiors as well, and generally, it is a massive issue that those who harass and oppress do not realise the consequences of their actions. It is exhausting having to constantly navigate a sexist environment and ultimately this can drive very capable women from the industry.

As I mentioned before, I believe those in power have a responsibility to take action against sexism, harrassment, and discrimination. In a sense, it’s about checking your privilege. Educate yourself, educate your audience, practice listening when an oppressed or less represented party speaks up about the difficulties they face in the industry. We need proper communication, we need minorities to speak up and majorities to listen, and we need to create an environment where people feel safe adressing these issues.

I’d like to note that professional esports players tend to face a lot of hatred and nasty comments regardless of their gender. I am not blind to this. The general toxicity of the esports industry should definitely be combated, but the scrutiny women face simply because of their gender should absolutely also be recognised as a problem in and of itself.

Can you discuss any initiatives or programs that have been created specifically to support and promote professional women in esports, and what impact you've seen from these efforts?

At present, I believe ESL Impact to be the most influential and, dare I say, impactful tournament within CS:GO. Granted, I am a little biased but I do think ESL Impact has created real change. The tournament has prompted multiple organisations to pick up women’s rosters, giving women the opportunity to train and compete in a professional environment similar to what we offer the men. It has prompted the discussion of equality, and forced the entire industry, the teams, the organisations, the partners, and the fans to take note of women who play professional Counter-Strike. Now I just hope to see the tournament continue to grow, as well as more teams and tournament organisers following suit.

Wrapping up our interview ,thank you to all my subscribers for taking the time to read this interview with Rikke Uldall, a notable esports expert. I hope her insights have provided you with valuable information about the industry and her experiences as a woman in gaming. If you know of any opportunities that align with Rikke's experience and interests, please feel free to reach out to her. Lastly, if you have not already subscribed to our "Diversity in Games" newsletter, be sure to do so to receive more interviews with change makers and powerful women in the games industry.

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