On February 6, 2013, the ECA announced via Facebook their appointment of "Gerard Williams" aka "The Hip Hop Gamer". as their video game ambassador. The appointment was received with negative reception by gamers and gaming press who felt that his reputation of verbally/physically threatening others and use of the word 'faggot' would hurt the image and cause of gamers as a consumer group. Heather Ellertson, the ECA's Vice President of Marketing sent out a press release saying that Gerard was in the process of turning his life around and they "wanted to give him the opportunity to be a voice for gamers and a positive role model for gaming". The ECA & 'Hip Hop Gamer Inc' then announced via their Facebook page that all complaints, comments and criticisms should be directed to The Hip Hop Gamer himself and that he did not represent the views of any of their partners or sponsors. Gerard Williams then published a video explaining that he had only used the word 'faggot' because someone told him to 'shut up' during a Sony press event.