Electronic Arts VP of the brand Elle McCarthy has said that with the rise in popularity of interactive entertainment, there is no such thing as a “gamer” anymore and that selling products and services to such a group is like “targeting people who like music or people who breathe in air.”
McCarthy made these comments during a recent interview with AdWeek (via GameSpot), in which she claimed fewer people identify themselves as gamers, and argued for a more “fluid” approach to marketing.
The recent rise of more lo-fi live service games is driving culture integration faster than ever before. This is a huge opportunity for marketing and forces a more audience-focused and fluid approach for brands looking to communicate authentically. I’m often asked how brands can partner with gaming or talk to gamers, but gamers really don’t exist at all and it’s critical to understand that. Did you know that only 14 percent of players identify themselves as gamers and that’s only 6 percent for women? It may be the security one finds in playing with people like them, free from the shackles of identity politics that can affect positive play spaces less than in the world.
McCarthy added that gaming is no longer just a medium or an industry, and there are no established best practices for engaging these “niche, multifaceted and passionate communities.”
What do our readers think of McCarthy’s comments. Do you recognize yourself as a gamer? Share your thoughts with us below.