Speaking to MCV, Moore said his label is making moves to appeal to a wider range of gamers, both by appealing to the more casual mainstream gamer as well as increasing its audience outside the U.S. "We need to globalize, and we're taking many steps to broaden the appeal of our product portfolio," Moore said. "We're committed to testing the elasticity of our brand. We have a number of concepts in development that will start to evolve the EA Sports experience to something that still appeals to the hardcore but is less intimidating to casual gamers."
Moore also defended the EA Sports brand's commitment to innovation, saying that people who suggested otherwise "don't actually play our games," and adding that the company continues to earn critical praise and commercial success with the majority of its releases.
"Consumers get a chance to vote at the cash registers, and what we're seeing is that our games are as popular as ever," Moore said. "This is an area in which Activision-Blizzard really can't compete with us."