Gaming has become so commonplace and ubiquitous that it no longer makes sense to call someone a "gamer," according to Electronic Arts VP Elle McCarthy. McCarthy is the VP of brand at EA and her current mission is to reinvent and reinvigorate EA from a branding perspective.
Speaking to 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."
"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 said. "Did you know that only 14% of players self-identify as gamers and that is as low as 6% for women? It might be the safety someone finds in playing with people like them, free from the shackles of identity politics that can factor less in positive gaming spaces than they do in the world."
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