Women in Gaming: Zynga’s Poornima Seetharaman on Future of Gaming

In an industry traditionally dominated by men, Poornima Seetharaman has carved a unique and influential path, earning her place as one of India’s foremost game developers. With nearly two decades of experience spanning companies like Indiagames, Jumpstart, GSN Games, and now Zynga (a wholly-owned label of Take-Two Interactive Software), she has played a key role in shaping the gaming landscape. From her early days working on BioShock Mobile to leading teams on FarmVille 2: Country Escape, Poornima has continuously pushed the boundaries of game design, player engagement, and industry leadership.

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But her impact goes beyond game development. As a Women in Games Ambassador and the first Indian inductee into the Global Women in Games Hall of Fame, she is a champion for diversity, inclusion, and mentorship in the gaming industry. Her advocacy aims to create a more inclusive environment where talent is recognized and nurtured, regardless of gender. On the occasion of International Women’s Day 2025, I interviewed Poornima to discuss her journey, the evolving landscape of mobile and social gaming, and how the industry can foster a more inclusive future. Edited excerpts follow:

Can you share the key milestones and experiences that influence your journey through the gaming industry?

Starting out in Gaming back in 2006, I had to learn everything from scratch, which instilled in me the value of adaptability and continuous learning. Being part of projects like BioShock Mobile early on helped me understand the nuances of game design and reinforced my belief that great experiences can be created regardless of constraints.

As I moved into leadership roles, such as leading game design at GSN Games (now Scopely) and Zynga, I realized the importance of empowering teams rather than just directing them. Building teams from scratch, mentoring young talent, and fostering inclusivity became a core part of my leadership approach.
Being inducted into the Women in Games Global Hall of Fame in 2020 was a defining moment. It wasn’t just about personal recognition but about representing India on the global stage. It reinforced my responsibility to advocate for diversity, inclusion, and mentorship within the industry.

I believe the industry thrives when it embraces different perspectives. More women and underrepresented groups in leadership roles will lead to richer narratives and innovative design. Most importantly, I hope to see Indian gaming rise to new heights, creating original IPs that make a lasting global impact.

What are the core elements that drive innovation in mobile and social gaming?

Mobile and social gaming have evolved significantly, driven by accessibility, player engagement, and technological advancements. At the core of innovation in these spaces are three key elements: understanding player behavior, leveraging technology, and fostering creative risk-taking. Data plays a crucial role in shaping experiences, but true innovation comes from blending analytics with human intuition.

To nurture creativity in a data-driven environment, teams must strike a balance – using data as a guide rather than a constraint. Encouraging experimentation, fostering cross-disciplinary collaboration, and creating an environment where new ideas are welcomed without fear of failure are essential. Creativity thrives when designers have the freedom to push boundaries while still being mindful of player needs. By combining strong design principles with iterative testing and player feedback, teams can craft experiences that are both innovative and deeply engaging.

How can developers balance quantitative insights with creative storytelling to produce games that truly resonate with players?

Data analytics has become an invaluable tool in game development, offering insights into player behavior, engagement patterns, and monetization. However, while data can guide decision-making, it should never overshadow the emotional core of a game. The key to balance lies in using quantitative insights to enhance – not dictate – creative storytelling.

One way to achieve this is by using data to inform rather than constrain design choices. Playtesting feedback, heatmaps, and retention metrics can help identify moments where players disengage or become deeply immersed, allowing writers and designers to refine pacing, dialogue, and emotional beats. A/B testing can be leveraged to explore variations in character arcs or branching narratives without compromising the writer’s vision.

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Creative teams should have the freedom to craft compelling experiences, using data to fine-tune rather than replace their vision. By fostering a collaborative approach where designers, writers, and analysts work together, studios can ensure that games are not just mechanically sound but also deeply immersive and emotionally resonant.

How do you envision AR, VR and AI being integrated into game development?

Emerging technologies like AR, VR, and AI are reshaping the gaming landscape, offering new ways to enhance immersion, interactivity, and player agency. As these technologies evolve, their integration into game development will become more seamless, enabling experiences that feel more dynamic and personalized.

AI, for example, can revolutionize procedural content generation, adaptive storytelling, and non-player character (NPC) behavior, making worlds feel more alive and responsive. VR and AR, on the other hand, continue to push the boundaries of immersion, creating deeper engagement in everything from social gaming to narrative-driven experiences. Mixed reality could further blur the lines between physical and digital spaces, offering new forms of interaction.

However, these advancements come with challenges. Developers must strike a balance between technological innovation and meaningful game design – ensuring that these tools enhance gameplay rather than becoming gimmicks.

As the industry moves forward, embracing these technologies thoughtfully, prioritizing accessibility, and addressing ethical considerations will be key to unlocking their full potential. Developers who integrate them in ways that serve the player experience, rather than just showcasing tech, will define the future of gaming.

How can player insights drive game design improvements?

Player feedback and community engagement are crucial in shaping game experiences that resonate with audiences. The industry can best leverage player insights by fostering open communication channels, analyzing feedback both quantitatively and qualitatively, and implementing iterative design processes. Beyond traditional surveys and analytics, engaging players through forums, social media, and playtesting allows developers to identify pain points, refine mechanics, and enhance storytelling based on real player experiences.

One example from my experience was during the development of FarmVille 2: Country Escape. Our community was highly engaged, and their feedback played a pivotal role in improving the game. Players voiced concerns about certain progression mechanics feeling too restrictive. By closely analyzing both data and direct player sentiment, we identified areas where we could make adjustments – tweaking resource balancing and progression pacing to create a more enjoyable and rewarding experience.

Ultimately, the key lies in listening actively and responding thoughtfully. While not every suggestion can be implemented, transparency about decision-making builds trust and fosters a more engaged, loyal community. The best games are those that evolve alongside their players.

What initiatives can help build a more diverse workforce in the gaming industry?

Diversity and inclusion are key to driving innovation in gaming because they bring in fresh ideas, unique perspectives, and stories that truly connect with different players. To build a more diverse workforce, we need to focus on access, mentorship, and workplace culture.

Creating more opportunities – whether through scholarships, game dev programs, or outreach in underrepresented communities – can help bring new talent into the industry. Mentorship plays a big role too; having industry veterans guide and support diverse talent can make a huge difference in career growth. And of course, fostering an inclusive work environment – where hiring is fair, voices are heard, and everyone feels valued – is just as important.

Measuring impact isn’t just about numbers; it’s about seeing real change. It’s important to look at representation across different roles, the growth of diverse talent into leadership, and whether people feel truly included and supported in their workplace.  Plus, diverse teams often create games that resonate with a wider audience, which shows up in player engagement and market reach. At the end of the day, when more people feel welcome in gaming – both as creators and players – the whole industry benefits.

What unique challenges have you encountered as a woman leader in the gaming industry?

Being a woman in the gaming industry has come with its challenges, especially in the early days when I often had to work harder to be heard and taken seriously – sometimes in situations where a man wouldn’t have to put in as much effort. There were moments of unconscious bias – getting second-guessed or having to prove my expertise more than my peers. But over time, I learned to push through by letting my work speak for itself, building credibility, and finding people who genuinely supported inclusivity.

One thing that’s really helped is mentorship and community. Having strong mentors and a network of supportive peers has made a huge difference. I also believe in lifting others up, making sure new voices – especially those from underrepresented backgrounds – get the space they deserve. Too often, women are made to feel like there’s only one seat at the table for them, leading to unnecessary competition rather than collective growth. But that’s not the reality – we need to shift the mindset from fighting for a single spot to creating more space for everyone. The real change happens when we stay in the system to fix the system, ensuring that we bring more people along rather than tearing each other down.

That said, while there’s been some progress, there’s still a long way to go. The industry still struggles with real inclusivity, and change isn’t happening as fast or as deeply as it should. The best way forward is to keep having these conversations, lead by example, and actively work toward creating spaces where diverse talent isn’t just included but truly valued.

How do you approach mentoring and empowering emerging talent within the gaming industry?

 Mentoring and empowering emerging talent, especially aspiring women leaders, is something I really care about. The gaming industry can be tough to navigate, and having the right support makes a huge difference. I try to create a space where mentees feel heard, encouraged, and confident enough to take on challenges. I also believe in being real – sharing both successes and mistakes, because learning from failures is just as important as celebrating wins.

For women, especially, it’s about changing the way we see ourselves in the industry. A lot of us feel like we have to prove we belong by working twice as hard, but the truth is, we do belong. I encourage mentees to own their expertise, set boundaries, and build each other up instead of competing for what feels like limited opportunities. And honestly, it’s been too long that we’ve only been hearing one perspective in this space – it’s time to listen to the other side as well. More diverse voices in leadership don’t just make the industry fairer; they make it better, more creative, and more representative of the players we design for.

When it comes to success in gaming, I’d say curiosity, resilience, and adaptability matter the most. The industry is always changing, so staying open to learning and trying new things is key. Communication, empathy, and the willingness to take risks also go a long way. But more than anything, I believe success isn’t just about skills – it’s about building relationships, supporting others, and staying true to what you love. The more we do that, the better and more inclusive the industry becomes.

What strategic priorities do you see for game developers and publishers in terms of product innovation?

For game developers and publishers, the focus needs to be on innovation, market expansion, and player engagement – but more than that, we’re competing for screen time, not just against other games. Players have endless entertainment options, so keeping them engaged means creating fresh, meaningful experiences that go beyond just new tech. AI-driven storytelling, better monetization models, and games that adapt to different playstyles are all areas worth exploring.

Expanding into new markets isn’t just about translating a game – it’s about understanding different cultures and player behaviors. Cloud gaming, cross-platform play, and accessibility will be key to reaching wider audiences. And when it comes to engagement, community-driven development is the way forward. Players don’t just want to play; they want to be part of the process. Studios that listen, adapt, and build strong player relationships will thrive.

Leadership in gaming is also evolving – it’s less about top-down decisions and more about collaboration and adaptability. The best leaders today embrace different perspectives, challenge old ways of thinking, and focus on building an industry that’s creative, inclusive, and player-first.

What are the most significant trends that will shape the future of gaming?

The future of gaming is all about new tech, changing player expectations, and fresh business models. While AR, VR, and cloud gaming are opening up new possibilities, the real shift is in how players want more meaningful, inclusive, and personalized experiences. That’s where real innovation will happen.

To stay ahead, companies can’t just follow trends – they need to set them. That means making games more accessible, reaching new audiences across different platforms, and actually listening to what players want. Monetization also needs a rethink – long-term player trust matters way more than short-term cash grabs.

At the end of the day, the studios that win will be the ones that stay player-first, embrace change, and take risks. The industry is moving fast, and the ones shaping the future will be those willing to push boundaries and challenge the usual way of doing things.

Also read: Women in Gaming speak about gaming in India, their challenges and opportunities