EA sets sights on becoming leading sports brand

Peter Moore has told MCV that he is aiming to make the division the leading brand in sports” – eclipsing Nike and Adidas.

Speaking as we crowned him an ‘MCV Legend’

, EA Sports president Moore said his current aim is to make his employer more recognisable than the biggest names in sportswear and apparel.

EA has had an extremely successful sports brand for years, but we’re evolving with new experiences targeting new consumers in our space,” he said.

There’s a hunger that fuels our teams to challenge to be the leading sports brand in the world.”

Moore laid out his masterplan for the EA Sports brand. He added: We need to knock down the barriers to those who find the learning curve of our games too steep, and find new areas in sports – and health and wellness – that our brand can truly make a difference.”

Moore recalled both the highlights of his working life – not least the fanfare-dominated launch of Xbox 360 – and the most difficult day of his career: when he was forced to accept that production of Sega’s Dreamcast needed to cease.