In the first part of CVG's Peter Moore interview, the EA Sports boss discussed the rise of FIFA, how he's brought EA closer to gamers - and looked back fondly on the huge challenges he faced at Xbox.
In this second installment, he tells CVG why EA Sports' influence far outreaches gaming - and gives his opinion on OnLive and PS3 Motion Control...
To see what Peter Moore has to say about winning over EA's "haters", head over to the CVG Facebook fan page.
How far does the influence of EA Sports reach?
We have guys playing the NFL in their late 20s - in their prime - who grew up playing Madden from an early age. The Brandon Stokely thing is hilarious: This is a freak play that required him to run out the clock [at the end of an NFL game].
Sometimes in Madden you run your player around to keep hold of the ball as the clock's ticking down. This guy did it in real life.
He runs to the End Zone, but instead of going into it, he turns right, because there's no player near him. He starts going along the line of the End Zone, running out the clock. It was completely unheard of.
[When questioned] he said: 'I did it all the time in Madden.' There's now a very tangible link between EA Sports games and real life sport. We leave our imprint on the real game as well as the virtual game.
I wouldn't know what a 'fumble' was if it wasn't for playing Madden as a teenager...
I tell you, Minnesota Vikings sure know what fumbles are right now. But that's a whole different story [laughs].
A lot of people ask what the 'iTunes of games' will be, but perhaps the question should be more about the 'iPod of games'. Do you think that device exists - and could OnLive be it?
I don't know about OnLive. That thing has got a scale, but it's got to prove that five million people want to play the same game. I'm making numbers up, but I don't want the industry as is [in music] to be linked to a singular piece of hardware.
The iPod was fine and if memory serves me correct, you used to just put MP3s on it without the seamlessness of iTunes. But what really made the iPod wasn't that it was cool - it was iTunes. It allowed you to purchase on your terms and consume it in massive quantities. The tagline was '10,000 songs in your pocket'. It was really, 'wow'.
While I don't think we've got the same challenges in the games industry as music went through, we need to learn the lessons. I think we do that and do it admirably. If a consumer's got five bucks to spend on some cool DLC; if they love Tiger Woods but want to be able to play online and invest $10 or $15 over a period of time... those are the things we need to look at and say: 'Are we bringing opportunities to our customer to consumer our IP and content in that manner?'
EA is backing OnLive along with a number of other publishers, but on the other hand we have Microsoft and Sony saying the tech isn't there yet. Where do you sit?
Anytime anyone as talented as the OnLive team - and I know a number of them - are trying to make breakthrough experiences and grow the industry, I am a huge fan of that. But what they're contemplating and proposing is no mean undertaking. The key of it being proven is when millions of people are connected to the service and a lot of those names want to play the same game. Like everybody, for me it's wait and see.