Electronic Arts is “shifting from defense to offense,” says CEO John Riccitiello, and one integral part of that shift is the promotion of Peter Moore to Chief Operating Officer. Moore joined EA in July 2007, when he left his post as Microsoft to head EA’s sports division.

Wherever Moore goes, he creates change. As the president and COO of Sega of America, he helped launch the Dreamcast before moving Sega out of the hardware business. During his tenure at Microsoft, he increased the original Xbox’s market share and oversaw the launch of the Xbox 360.

Moore’s leadership of EA Sports culminated this week in the launch of the EA Sports Season Ticket, an annual membership plan that offers early access to EA Sports titles, a 20% discount on downloadable content, and assorted web content. The Season Ticket is part of EA’s larger attempts to turn its franchises into what both Moore and Riccitiello call “year-round business.” Activision’s Call of Duty Elite service is a similar example of publishers finding profit outside of conventional annualized releases.

Ever since he came to EA, Moore’s dreamed of products that reach beyond the disc. In a 2008 interview about the future of EA Sports titles, Moore asked, “Wouldn't it be cool if the game the next day you play it reflects what happened the night before?” With non-sports games like Mass Effect already rich with online features and the new Origin digital distribution platform (already the ire of Steam users everywhere)  providing a more direct route to the consumer, expect Moore to experiment incessantly with EA’s business models. If Moore has his way, we may find ourselves knee deep in the discless future sooner rather than later.


Source: Electronic Arts

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  • RaistlinZ - Friday, August 5, 2011 - link

    The Dreamcast was a decent machine. Too bad lack of good games doomed each new Sega console release.
  • EnsilZah - Friday, August 5, 2011 - link

    The head of EA Sports you say?
    I'm sure he'll shower innovation on this company like a monsoon upon a desert.
    Challenge everything indeed.
  • tayb - Saturday, August 6, 2011 - link

    The Dreamcast was a flop of epic proportions. The Xbox 360 has been an overall commercial success but the initial launch hardware had so many problems Microsoft was forced to swallow hundreds of millions and provide 3 year warranties for all consoles.

    He has been in charge of EA sports for 4 years and the only thing he has "innovated" is new ridiculous ways of bilking more money out of consumers and trying to kill the used games market.

    I can't stand EA and I refuse to buy any products from this and this jack@$$ being COO makes that decision even easier for me.
  • LancerVI - Saturday, August 6, 2011 - link

    You do realize the point of every business is the 'bilking' as you call it of money right?

    You sound like a clown. You don't like EA, that's all well and good, don't buy there products. But your post reads like a poorly written wiki article; we don't need the obvious history lesson and we don't need to hear yet another person crying about how they hate companies that make money, namely EA. Get over it. It's what they do. Things cost money.

    You whine worse than a woman. Jeeesus.
  • tayb - Saturday, August 6, 2011 - link

    I'm laughing at the notion that your response se was written any better than my original post. If you are going insult my writing you had better make sure you don't make elementary mistakes in your reply. I've written both of these from mt cell phone, what's your excuse?

    The point of a business is to bilk money from consumers? That's the first time I have heard that. The point of a business is to provide a product or service and make a profit doing so. Abusing a monopoly on the sports games market to force consumers into spending money to unlock features that used to exist by default. Trying to kill the used games market because you don't make money from second hand sales. These aren't the kind of business practices I respect so excuse me if im not overcome with joy when the architect of this nonsense is promoted to second in command.

    "Get over it." "Stop whining." You sound like you are on EA payroll. These tactics are not good for the games market and I will not stop whining until the crusade against used games is defeated.

    Go back ti your cave. You don't have a word to add regardless.
  • Craig Getting - Monday, August 8, 2011 - link

    Fair point on the troubled 360 launch. Microsoft has since made up for that by being extremely desirable to third-parties with the success of Xbox Live. They outlived shoddy hardware with quality software - whereas Sega flopped with good hardware and not enough quality software.

    I'm not saying Moore's tenure at EA Sports is amazing for the consumer, just that he has a track record of pushing the envelope in terms of marketing strategies and business models. He's been saying for years now that EA needs to capitalize on its huge sports franchises year-round, instead of simply being happy with each August's Madden haul.

    The used games market and the uncertain future of the next hardware cycle have publishers in a panic. EA's convinced Moore can keep the ship afloat.

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