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Speaking to Games Industry, EA CCO Richard Hilleman declared that while video games might be more mainstream then ever, they by no means have mass market appeal.

“We have to make sure that game companies know what a mass market really is,” Hilleman told Games Industry. “We’re not one yet. The closest thing we’ve had to a mass market, frankly, has been the social and mobile spaces. From my perspective, television is the mass market and we’re the fringe. The challenge in front of us is, does the customer think about it that way? Do they see us as so distinct we can’t merge those two experiences?”

Hilleman’s solution? Finding a way to bring the two together: connected TV—smart TV, if you prefer. Having televisions with integrated media services that behave functionally similar to smartphones. Which, considering Hilleman’s lukewarm praise for “social and mobile spaces,” seems in line with his interests.

EA has experimented with breaking into the smart TV scene before, aligning themselves with Samsung and LG and developing an app for smart TVs. None of their efforts so far, however, have really stuck.

Hilleman spoke to Games Industry while in the U.K. to deliver the keynote speech at TV Connect (formerly known as the IPT&TV Industry Awards).

EA Chief Creative Officer Says Videogames Not Yet Mass Market

By | 04/12/2013 01:47 PM PT

News

Speaking to Games Industry, EA CCO Richard Hilleman declared that while video games might be more mainstream then ever, they by no means have mass market appeal.

“We have to make sure that game companies know what a mass market really is,” Hilleman told Games Industry. “We’re not one yet. The closest thing we’ve had to a mass market, frankly, has been the social and mobile spaces. From my perspective, television is the mass market and we’re the fringe. The challenge in front of us is, does the customer think about it that way? Do they see us as so distinct we can’t merge those two experiences?”

Hilleman’s solution? Finding a way to bring the two together: connected TV—smart TV, if you prefer. Having televisions with integrated media services that behave functionally similar to smartphones. Which, considering Hilleman’s lukewarm praise for “social and mobile spaces,” seems in line with his interests.

EA has experimented with breaking into the smart TV scene before, aligning themselves with Samsung and LG and developing an app for smart TVs. None of their efforts so far, however, have really stuck.

Hilleman spoke to Games Industry while in the U.K. to deliver the keynote speech at TV Connect (formerly known as the IPT&TV Industry Awards).

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