EA Sports Wii titles to be "less intimidating", says McCarthy

David McCarthy, executive producer at EA Sports, has said that the firm needs to show its "lighter side" with Wii gamers as they could easily feel intimidated by the publisher's 'normal' methods.

"We do have to market it differently," he told GamesIndustry.biz. "I think the key thing for us is first and foremost we need to come across as less intimidating.

"EA Sports has built up a reputation over the years as, you know, if it's in the game 'It's in the game', or 'I'm better than you and I can prove it' - those are not necessarily things that resonate with people who are spending their hard-earned money on Wii games.

"For us the key is to show almost a lighter side, take ourselves a little less seriously, show that we're all-inclusive. Because the things are in the product there, but if you don't communicate it through the right channels then nobody gets it."

So it wasn't just Cliff Bleszinski then. The whole industry's going emo.

More through the link.

By Mike Bowden