Chicago-Area Coin-Op Archive

Sheri Rubin, Design Direct Deliver

Design Direct Deliver
3701 N Ravenswood Ave

Unit 206
Chicago, IL 60613

Sheri Rubin was a quality assurance tester for Intelligent Technologies. As a tester, she would play the games for hours searching for odd glitches and such. She played a major role in the development of some of the biggest games from the company, such as Big Buck Hunter and Golden Tee series.  She got into the industry through volunteering at a card game company.  Using this experience, she became interested in her friend’s work at Incredible Technologies.  After finding a few flaws, her friend started asking her to try specific things.  After a time, she was hired by the company as a quality assurance tester.  She was eventually promoted to product support administrator, which included running the online tournament and managing the quality assurance testers.   She later worked for High Voltage Software, where she helped develop and design games. She then started her own company, Design Direct Deliver. The company helps people with job searching and personal branding.  

She is still very active in the video game industry, spending time helping other game developers and volunteering for many organizations. She has been a member of the International Game Designer Association since 1999. She has been secretary in the past and was a board member from 2012 to 2014. She uses her status in the industry to support women in the field by leading special interest groups, or SIGs, such as Women in Games.  She has spoken many times at Girls Who Code, a group that introduces women to computer coding.  Additionally, she has volunteered for the American Red Cross and Girl Scouts.

Sheri Rubin hopes that in the future, game developers learn to respect the coin-op industry, and learn from the mistakes she made.  She feels that, too often, developers make the same mistakes others have made in the past.  She also wants to inspire a new generation of game developers who continue making games.  She wants to see more diversity in the video game industry, and works hard to make women accepted in the industry.


Interview with Sheri Rubin completed by Cole Dammeier, Chris Riley,  and Jacob Aynessazian on November 21, 2016. Transcription by Raj Zaveri, Wes Ludwig, Cole Dammeier, Chris Riley, and Jacob Aynessazian. The full archive of the interview, including the complete audio file, full transcription, and additional photographs, is available through the Illinois Tech Institutional Repository.


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