VP Brand Transformation Electronic Arts Ellie McCarthy believes that with the growing popularity of interactive entertainment, the concept of “gamer” has disappeared, and the marketing of products and services for such a group of people is controversial.
In an interview AdWeek McCarthy noted that gaming is no longer a medium or an industry – it’s just interactive. Users can find interest in just about anything, interacting through the game with anything from interior design to supporting the Black Lives Matter movement or exploring their own sexual identity.
According to the vice president, only 14% of gamers identify themselves as gamers, and among them only 6% are women.
“There is no best rule of thumb for engaging with these niche, multi-faceted and passionate communities. Trying to get the attention of gamers is like saying you’re targeting people who love music or people who breathe air. “
McCarthy joined Electronic Arts in February 2023. Its main mission is to help the company breathe new life into the power of the brand, which turns 40 next year.
“When a company hasn’t taken care of its brand from the inside for so long, it takes a tremendous amount of innovative thinking and work to revitalize it,” said the vice president.
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