Category Archives: MI6 2009

Peter Moore has told M16 that he wants EA Sports on par with other brands like Nike and ESPN.

Moore’s grandiose plan is based on “personal access to the emotion of sports,” he said. Gaming is changing, and therefore he feels it’s a good time to explore other forms of brand-usage never tried by the firm’s marketing team, like free-to-play and social networking.

He added that EA needs to appeal to a different consumer for such marketing to succeed, while still appealing to the core.

More through there.

EA Sports boss Peter Moore has told MI6 that EA Sports Active makes the company feel “uncomfortable”.

Apparently this is a good thing.

“They say that if it makes you feel uncomfortable, it’s innovative,” Moore said.

“[EA Sports Active] makes us feel very uncomfortable. We drip with testosterone. We are all about male-fueled angst, agony, delight in sport.”

Whereas the average player of EA Sports Active will “probably be a woman, 35, with two kids at home,” who wants to stay fit, Moore said.

There’s more on VentureBeat. EA Sports Active ships on May 22.

SCEA hardware marketing boss John Koller has told the MI6 conference in San Francisco that PS3 Facebook integration is in the works.

From this Joystiq report:

During a panel titled “Casual to the Core: Redefining the Gaming Dynamic,” SCEA’s John Koller talked about social media and how it can affect the games space. When asked by panel moderator John Davison if there would ever be a point when someone could be playing PS3 and have it “spit out something to Facebook,” Koller stated that plans are already afoot. He said that such functionality is “critical not just for marketing but for the types of games we’re trying to develop. That day is coming quicker than some may think.”

Blimey. More through the link.

EA Sports boss and general Welsh legend Peter Moore is to keynote this summer’s MI6 conference, taking place on April 8 in San Francisco.

“Every year MI6 brings together the most revolutionary brand and marketing executives from the gaming industry, and this year we are delivering that and more,” said event boss Jonathan Block-Verk.

“We are thrilled to give our audience the first look ever at a live demonstration of EA Sports Active. With the explosive growth in this category of gaming, it is imperative that interactive entertainment marketing professionals see the cutting edge trends at work in this dynamic area.”

Bets on Moore wheeling out the Wii Fit girl dressed only in body chocolate and a winning smile?