According to McCarthy, brands should change their approach to target audiences and focus more on the fact that games are no longer a medium or an industry, but an interactive one. Through play, you can interact with anything: do interior design, support BLM, or explore your own sexual identity.
McCarthy claims that only 14% of gamers self-identify as gamers, and only 6% of women think so.
There are no universal rules for engaging with these niche, multi-faceted and passionate communities. Trying to target your audience with gamers is like saying you’re targeting people who love music or people who breathe air.
Ellie McCarthy
McCarthy joined Electronic Arts in February 2023. She considers her main task to be the transformation of the brand of the company, which will soon turn 40 years old. According to McCarthy, the company hasn’t cared about its face for too long, and it takes a lot of innovative thinking to breathe new life into the brand.
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