EA Sports’ Peter Moore Keynoting Edinburgh Interactive

EA Sports president Peter Moore will be delivering a keynote address at the Edinburgh Interactive festival in August, talking about how he plans to further evolve the sports label. Moore will be the leading keynote speaker at this year’s event, which takes placing during the week of August 10 in Edinburgh, Scotland. Moore took the reins at EA Sports in 2007 after leaving Microsoft, where he was the face of the Xbox brand. Since then, he’s been on a mission to find new ways for the EA Sports brand to appeal to a wider audience. Moore has said that he wants to make the EA Sports brand as synonymous with sports as brands like Adidas and Nike. EIF chair Chris Deering said Moore’s “presence at Edinburgh is an indicator of the importance and influence of the Festival.” The festival’s industry conference will take place on Thursday the 13th and Friday the 14th of August, with a public showcase also occurring on Friday and Saturday. Other confirmed EIF speakers include Jim Crowley, president and CEO of Lord of the Rings Online developer Turbine, Sean Dromgoole of Some Research and Martin Owen of Smalti Technology. Crowley will touch on community in online games and branching out to a wider audience, while Dromgoole will review market growth trends. Owen will discuss “sound only games.” Owen said in a press statement, "Edinburgh Interactive provides an interesting forum to push forward frontiers of gaming -- it is not just about more pixels and quicker rendering. We need to think of new genres."