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EA Executive Thinks “Gamer” Label Has Become An Outdated Term

Elle McCarthy is the Vice President of Brands at Electronic Arts Inc. She recently sat down with Adweek‘s Julian Gamboa for an interview where she discussed ways to enter the gaming industry and what it means to be a gamer.

“Gaming is no longer a medium or an industry, it is simply ‘interactive’,” McCarthy told Gamboa. “You can now interact with almost everything through play… I often get asked about how brands can partner with gaming or talk to gamers, but there’s really no such thing as gamers at all, and understanding that will be crucial. Did you know that only 14% of players self-identify as gamers and that is as low as 6% for women? It might be the safety someone finds in playing with people like them, free from the shackles of identity politics that can factor less in positive gaming spaces than they do in the world. There are no best practice rules for how to engage with these niches, multifaceted and passionate communities. Trying to target gamers is like saying you’re targeting people who like music or people who breathe in air.”

Elle McCarthy has been with EA since February of 2020. After graduating from the University of Oxford in 2009, she worked for well-known companies like BBDO New York, BBH London, Karmarama, and ELVIS.

The Profit‘s Take:

Her premise is that fewer users are identifying as gamers… but that premise seems wrong to me. If anything, I feel like MORE people are identifying as gamers nowadays. A gamer is no longer the stereotypical nerd in a basement anymore. I actually think the term “gamer” is moving towards a place of pride. I am proud to call myself a gamer.

(All information was provided by Adweek and LinkedIn)

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