When we say "mass media," what pops into your head? Video games? As far as EA boss John Riccitiello is concerned, it should.

In speaking at the Ad Age Digital Conference in New York, Riccitiello says, as a marketer, he realizes his target audience has "migrated to gaming." EA predicts there will be 3 billion gamers globally by 2012, which is double the current number and a far cry from the estimated 200 million in 2000. The difference with gaming as the "new mass media" is that it keeps a consumer's attention longer. As Riccitiello said- "People don't really do anything else when they're playing games…multitasking is almost nonexistent while gaming." And in terms of hours spent, US consumers spend an estimated 15 million hours per week gaming…and that's a lot of video interaction. It all started a decade ago when the industry "turned from a niche into something short of a mass market."

With the ongoing rise in gaming and gamers and the advent of smartphones, video games have become a normal part of a person's life. And the numbers will just keep getting bigger; EA reveals they're planning a $100 million-plus campaign for Battlefield 3 , which should release this November. They'll need every dime of that campaign, though, as it's likely they'll compete with the new Call of Duty that month…

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Excelsior1
Excelsior1
9 years ago

i have mutitasked while going through the killtubes of ff13.

Jawknee
Jawknee
9 years ago

I wouldn't call people who only play games on their smart phones gamers. I think his predictions are a bit of a stretch.

WorldEndsWithMe
WorldEndsWithMe
9 years ago

I wouldn't either, but the overall term of "gamer" as used by these corporate types tends to include every grandma who ever took a shot at Wii bowling.

nilos95
nilos95
9 years ago

For them, gamer is just the potential buyer. We are the hardcore!

DirtySkillzHD
DirtySkillzHD
9 years ago

Lol of course those greedy bast**ds would say this

Jawknee
Jawknee
9 years ago

They're only greedy if they hoard they money, which they obviously do not.

WorldEndsWithMe
WorldEndsWithMe
9 years ago

No, if they hoard their money they are dragons.

kraygen
kraygen
9 years ago

I can see why he would roll all the people playing games on facebook and on their cell phones as gamers. Cell phone gaming has become a big business all by itself. Granted I wouldn't consider them core gamers though, but I see where he's coming from.

Now if we could only get those cell phone players to realize that real games are ok too and to stop acting like they are above that. How many people do you know who play those mini games on their phone but give dirty looks to you when you talk about being a gamer.

WorldEndsWithMe
WorldEndsWithMe
9 years ago

More importantly, how many console gamers think you are crazy for playing games that aren't straight-up shooters?

kraygen
kraygen
9 years ago

too true. I =( at the state of gaming.

At least I still have plenty of rpgs for me to play alone.

WorldEndsWithMe
WorldEndsWithMe
9 years ago

You can multitask while playing some games, but you can't have fun doing it.

Call it mass market or whatever, just don't think we are going to start allowing the whole thing to collapse onto itself and start accepting games that are the equivalent of mass market movies. Well, aside from the CoD nuts I mean.

kraygen
kraygen
9 years ago

I disagree, I grind in my rpgs while I watch tv shows and I love doing it. Not every time, but sometimes I just get bored doing only one or the other. It works out well though, plenty of levels and netflix comes in very handy.

Lawless SXE
Lawless SXE
9 years ago

I do tend to focus on the game when I'm playing, but I'll pause it and turn away if there is something pressing. The only thing I usually do WHILE playing is drink. I think he has a point there. And you can only count 3 billion gamers if you choose to add in those people that play Angry Birds on their phones or Farmville on Facebook. I really don't consider those type of people as gamers. The core market consists of the consoles (yes… including the Wii, depending on what and how much they play) and the handhelds. They should be the focus.

As for "mass media" so far as I'm concerned, it is anything that has a far reaching effect. Whether that means print news, television or gaming. As long as it is capable of sending a clearly receivable message and engaging people with it, then it is mass media. To be honest, I already do, but that may only be because gaming is a frighteningly large part of my life… I need to cut back.
Peace.

kraygen
kraygen
9 years ago

"And you can only count 3 billion gamers if you choose to add in those people that play Angry Birds on their phones or Farmville on Facebook."

I choose to call them closet gamers because apparently they want to game, but are afraid of what people might think if they actually played a real video game.

Lawless SXE
Lawless SXE
9 years ago

Ha! That's a good name for them. Thankfully, most of the people I know actually play, or at least tolerate games.

___________
___________
9 years ago

this idiot who is obsessed with COD, is what pops into my head!

Scarecrow
Scarecrow
9 years ago

Sickening. This is why Acti-crap-vision and EA are just as pathetic.

Last EA game I bought must have been SSX on tour

ace_boon_coon
ace_boon_coon
9 years ago

You didn't even play DS2?

Scarecrow
Scarecrow
9 years ago

DS2? Dead space? No, busy with LBP2.

Lairfan
Lairfan
9 years ago

3 billion gamers by 2012? The gaming industry is going to have to stop putting out so many shooters every year if they expect to keep all the disillusioned gamers out there, and add more to their numbers.


Last edited by Lairfan on 4/7/2011 3:59:56 PM

AnonWTF
AnonWTF
9 years ago

COD is most likely going to crush bf

BigBoss4ever
BigBoss4ever
9 years ago

while this is encouraging, flip side is gaming is now created for mass public, which at times excellence and perfection is lost in tailoring towards mass media for all tastes, i.e. Squeeeenix.


Last edited by BigBoss4ever on 4/7/2011 11:18:31 PM