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Peter Moore woke up one day and said to himself: “I know what I’ll do. I’ll turn EA Sports into the best sports brand ever.” And so, our story begins – a tale of suspense, passion and swashbuckling board meetings. Will this famous corporate knight become even more famous? Only fate can tell. Well, sarcasm aside, Mr. Moore’s ambition doesn’t sound all that far-fetched, especially when you hear him talking about it:

"We need to globalize our business, provide even more opportunities for our customers to interact with us online, knock down the barriers to those who find the learning curve of our games too steep, and discover new areas in sports – and – in which our brand can truly make a difference."

This may be corporate lingo, but it’s pretty clear that Peter Moore wants EA Sports to be much more than a gaming company. Still, it won’t be easy taking the cake away from rivals such as Nike or Reebok (which is his ex-employer, by the way). Although it’s also true that sports and videogames have always worked well together, even if that means creating an entire generation of fat couch potatoes with dozens of digital gold medals.

Source: MCV