August 5, 2021

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Seeing farther: the advert that changed the games industry

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The photo is black and white, and slightly soft-focused. There are eight people dressed in black, lounging together in front of a paint-splattered roll of tarp. Their faces are young and rock star serious.

They could be actors or musicians, but they’re not. They’re game developers – or ‘software artists’ as the accompanying text would have it. The image is part of an advertising campaign for the fledging publisher Electronic Arts – and accompanying the photo are two possible slogans depending on where the ad was placed. One says ‘We see farther’, the other, much more memorably, is ‘Can a computer make you cry?’

This was how EA advertised itself in 1983.

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