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