EAs The brand’s own vice president Elle McCarthy doesn’t think the term “gamer” really applies to the video game industry anymore. In an interview with Adweek, she said, “gamers really don’t exist at all and understanding will be crucial for marketers”.
Website VGC first saw the interview, where McCarthy also said, “Gaming is no longer a medium or an industry, it’s just ‘interactive’. You can now play with almost anything – from an area of interest like interior design to a movement like Black Lives Matter or exploring your sexual identity.”
It seems McCarthy sees a rising trend in gaming or interactive entertainment, with much of the community rarely defining themselves as gamers, claiming that only 14% of players still use the term, and only 6% of women ‘gamer’ as a defining term.
“Trying to target gamers is like saying you’re targeting people who like music or people who breathe air.”