Okay, so... apparently this caused a big shitstorm two weeks ago when it first happened, so call me "late" if you like but... here we are.
So! Nintendo's new ad campaign for the 3DS is based around having celebrities tell you what they use the device for, capped off by the tagline "I'm not a gamer, I'm a ______." The first (so far) is Diana Agron using an art app ("I'm not a gamer, I'm an artist;") but the second has Gabrielle Douglas playing NSMB2: "I'm not a gamer, I'm a coin-collecting champ."
There's no implicit "but" there - the idea behind the campaign isn't "I'm not a gamer but even I like this game!;" but rather "I'm not a gamer" as an affirmative statement in and of itself: "I'm not a gamer" translating to "playing this doesn't MAKE me a gamer," which in turn is reassuring prospective consumers that "playing this won't make YOU a gamer, either."
Eyebrow-raising, to be sure. But thinking on it, I like this campaign and think that it's necessary.... I just HATE that it's necessary.
The thing is, gamers have pretty-much allowed "gamer" to become a set of images in the popular culture - the rage-fueled hateful XBox Live brat, the trolling shut-in sleaze - that pretty much no one not already in "the culture" would want to be associated with; so it makes sense that someone was going to mount a campaign aimed at broader audiences based around telling them that they are "allowed" to enjoy their products without fear of being tainted with that label. I hate that it's come to this, but I can't deny that it's probably a worthwhile move.
After all, when Nintendo's pitch for the original DS and then The Wii started off by inviting "non-traditional" gamers into the fold, "gamer culture" threw a giant reactionary crying fit trying to draw a clear distinction between "REAL gamers" and the pretenders who weren't interested in AAA multiplayer action titles, or didn't grow up with an NES controller glued to their hands, or whatever the "qualifications" for being "real" were that week. So it's both fitting and entirely appropriate that they be the ones to finally be explicit about this.