WOMEN IN GAMES AMBASSADOR SPOTLIGHT: ALI PAYNE

We are continuing to celebrate the voices, achievements and impact of our global Women in Games Ambassador community – a network that spans some 2,600 individuals across almost 100 countries around the world.

Together, they represent an extraordinary breadth of talent and experience across every corner of the games industry, united by a shared commitment to advancing equity and opportunity.

This series shines a light on the individuals behind that collective impact. By amplifying their stories, we aim to celebrate progress, inspire future leaders, and reinforce the importance of representation at every level of our industry.

The Women in Games Individual Ambassador Programme – powered by Keywords Studios – continues to grow as a truly global movement for change.

Here we speak with Ali Payne, Director at Decibel-PR in the UK…

Tell us a little about yourself.
I’m PR Director at Decibel-PR. I’ve been in the industry since March 1999, originally starting out as a trade journalist before becoming the first woman to edit PC Zone. I then moved into PR, helping set up the games division at Premier PR.

Favourite game of all time?
Bishi Bashi Special on PlayStation. I love arcade games and I have fond memories of playing this with (and without) friends.

What inspired you to become a Women in Games Ambassador?
I always thought it was something I had to be invited to do, but I found out that you could just apply. I mentored a person via Games London’s Game Changer and wanted to offer my support and experience to other women in the industry in any way I could. So, I applied to become a Women in Games Ambassador.

What have you done to support other women in the industry?
Offer advice to others and I’d love to organise a social event in the UK.

What is the best piece of advice you’ve ever received, or a tip you’d like to give someone starting their journey in games?
This piece of advice was from my first PR boss who said, there are two rules in PR: Always do what you say you’re going to do and never lie.

If you could have any superpower to help you in your daily work, what would it be?
Infinite memory.

Our Ambassadors are at the heart of a growing global community dedicated to making the games industry more equitable, representative and inclusive.

The Women in Games Ambassador Programme – powered by Keywords Studios – connects leaders, advocates and allies across 100 countries. If you’re ready to use your voice, experience and influence to make a difference, we would love to welcome you.

Find out more about the Programme and how to apply to become an Ambassador here.