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EA’s brand boss: “There’s really no such thing as gamers at all”
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nme.comEA‘s vice president of brand, has spoken about how the label “gamer” is outdated.In an interview from AdWeek, McCarthy said, “Gaming is no longer a medium or an industry, it is simply ‘interactive’.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.”She pointed to the rise in more lo-fi service games, bringing in more cultures and niches, which brands should take a “more audience-first and fluid approach” to engage with authentically.“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,” she.
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