EA Brand Vice President Says The Term “Gamer” Is Now Outdated

EA’s Vice President of Brand, Ellie McCarthy, has stated that the term “gamer” is now outdated during a recent interview [via VGC].

Gamer PC Keyboard Gamers
Credit: Unsplash/Alex Haney

During a discussion with Adweek, McCarthy suggested that gaming is now a diverse platform consisting of more than a small, niche market:

“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,”

The EA VP also claimed that only 14 per cent of players actually call themselves “gamers”, while only 6 per cent of women use the label. McCarthy then went on to explain why trying to target consumers using the label is fruitless:

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“There are no best practice rules for how to engage with these niche, multifaceted and passionate communities. Trying to target gamers is like saying you’re targeting people who like music or people who breathe in air.”

Old School RuneScape being played on a mobile
Credit: Jagex

Sure, the term “gamer” has been around much longer than actual video games. Yet, it’s easy to see why the term is now outdated. While the dawn of competitive gaming and dedication to MMOs provided the label with relevancy, interactive entertainment has evolved beyond traditional gaming tropes.

In other words, games are now a form of interactive entertainment rather than a specialist hobby. I mean, you wouldn’t describe watching movies as an avocation, right?

Do you identify as a gamer? Join the conversation on our social media channels!

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