Next-Gen.Biz writes: "Peter Moore wants to change things at EA Sports. I mean, he wants to actually change things. Sports fans don't like change. We like things the way they are. It's time for Colin Campbell to go see this Moore fellow and find out what the hell is going on.
"When I started here there were a number of things I was concerned about," he says. "We immediately kicked off a brand audit all over the world. What did people think of 'It's In the Game'? Did it sound too American in other countries? Does it make the games seem too complicated? Do we need to soften our image? I wanted us to think long and hard about 'It's In the Game'.
Moore is an admirer of Nintendo's work with games like Wii Sports. "There is less of an emphasis on graphics, less of an emphasis on depth and immersion and intensity which we've usually lived by these last few years. We've got to be able to get that consumer interested in EA Sports, otherwise we'll be stuck in a very large niche, which is the sports gamer. We've got to break out and attract the sports fan, and that will be the secret to our growth."