Moore’s sports mission “important” to overall EA growth

By Patrick Garratt, Tuesday, 12 February 2008 09:08 GMT

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Peter Moore can save EA, according to this. Not that we ever doubted it, obviously. Since moving over to EA Sports from Microsoft, Moore is now finally making himself heard with a raft of measures for increasing the company’s sports games business.

“Mr Moore’s mission to boost EA’s sports business could play an important role in a push at the Redwood City company to increase sales after several years of little growth,” said Wall Street Journal writer Nick Wingfield, citing measures already implemented by Moore – such as a recent deal with IMG to get EA Sports branding into the mainstream sports world, the introduction of “simpler” sports games such as Facebreaker and the revamping of a sports bar at EA’s offices to “reinvigorate the sports culture at the heart of EA’s success” – as evidence that the gaming executive world’s favourite Brit is starting to make headway in his new role.

That piece really is worth a read, if only to get an insight into EA’s current position and just how important sports is to the company. Did you know that sports games accounted for 40 percent of EA’s sales and that, year on year, Madden sales slipped 13 percent last year? We didn’t.

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