'Gamer' Label Is Outdated, Says Electronic Arts' VP of Brand

Elle McCarthy also talks identity politics in gaming spaces and fighting industry discrimination

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With more brands trying to enter the gaming world and reach “gamers,” Elle McCarthy, the vice president of brand at Electronic Arts (EA) shares that the “gamer” label has become an outdated term. With fewer users identifying as gamers, brands should shift their targeting approach and focus more on how gaming serves as interactive.

But that’s not all, Elle also boasts an incredible array of accomplishments in the UK, Virgin Media, Omnicom and more. And, outside of her professional field, she’s become a true advocate against sexual discrimination and harassment—even running the #WomenCannes campaign to speak out against these issues.



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