The sports games market always belonged to EA. In its ‘90s heyday it was renowned for creating the finest licensed sports sims around, launching timeless franchises – from NBA to FIFA.
With EA's marketing muscle and the power of the official licence, EA Sports had become a sales force worldwide. But with commercial success almost guaranteed, the development teams – most of which can be found in the firm's luxurious Vancover studio – became complacent. By 2005 EA Sports had turned into an average publishing label, with a bloated line-up and a frustrated community of fans.
With its reputation on the line, EA's top brass had to re-think its strategy and bring in fresh blood. It needed somebody with sports experience, somebody who has re-launched brands successful before and knew the games market inside out. Somebody like Xbox boss Peter Moore.
MCV went to the firm's Vancouver HQ to quiz president Peter Moore, development boss Andrew Wilson and European marketing director Jon Rosenblatt about the future of EA Sports and its move into the digital age.