Ubisoft's Detoc on Turning 'Gamers' into 'Players' on IndustryGamers is an interview with the head of Ubisoft's North American office. They discuss a variety of topics, and as the article's title notes, one of them is that they're more comfortable trying to reach new audiences by appealing to them as players not gamers, which he indicates implies a hobbyist: "You know, Avatar is a very high quality product. I don't want to say it's a gamer's game because I want us to refer to people who play as players as opposed to gamers because the industry needs to be more encompassing. Avatar, because of the mass phenomenon the movie will be, will cater to much more than the hardcore, hobbyist gaming audience. The immersion from the 3-D [stereoscopic feature] is really something else."