Peter Moore: Electronic Arts is going global

In a recent interview with GameTap, Peter Moore stated his intentions to take Electronic Arts from an “American” brand to a global one. Although EA continues to be popular within the US and without, Moore feels that it doesn’t “feel local” to the European and Asian market.

Moore, President of EA, also mentioned last week how EA Sports is looking at cricket as a sport, perhaps as a hint of more things to come to make the brand more global, or depending on your point of view, local to your country. As Moore explains:

I talked a lot […] about cricket, tennis, mixed martial arts, open-wheel racing […] all of which can make a difference in the way people perceive us. […] We don’t have that depth and penetration into the psyche of the European sports consumer. We need to change that, and we need to change that quickly.

The goal is to let consumers outside of the US to relate more to the games they play and not just feel like a “brand that has been exported.” (Well, when in Rome, people say poh-tah-toh. Or is it the other way around?) At any rate, EA’s recent acquisition of Bioware and Pandemic Studios should help broaden their horizons.

Check out the Read link for the full interview.

In a recent interview with GameTap, Peter Moore stated his intentions to take Electronic Arts from an “American” brand to a global one. Although EA continues to be popular within the US and without, Moore feels that it doesn’t “feel local” to the European and Asian market.

Moore, President of EA, also mentioned last week how EA Sports is looking at cricket as a sport, perhaps as a hint of more things to come to make the brand more global, or depending on your point of view, local to your country. As Moore explains:

I talked a lot […] about cricket, tennis, mixed martial arts, open-wheel racing […] all of which can make a difference in the way people perceive us. […] We don’t have that depth and penetration into the psyche of the European sports consumer. We need to change that, and we need to change that quickly.

The goal is to let consumers outside of the US to relate more to the games they play and not just feel like a “brand that has been exported.” (Well, when in Rome, people say poh-tah-toh. Or is it the other way around?) At any rate, EA’s recent acquisition of Bioware and Pandemic Studios should help broaden their horizons.

Check out the Read link for the full interview.