Moore: EA willing to admit it's wrong

By Wesley Yin-Poole Published 3 September, 2010

Takes "12 angry men" on the web seriously.

Publishing behemoth EA is now willing to swallow its pride when its games go wrong and makes a point of listening to feedback from the community after years spent ignoring them, EA Sports president Peter Moore has said.

Moore, who joined EA three years ago after time spent at Microsoft and SEGA, takes forum posts from core gamers "very seriously".

"When I first came here we set upon a mission to improve our brand image," Moore told Eurogamer.

"There were a number of things we knew we needed to do. We needed to be a lot more open, forthright and communicative at the development level. Not the marketing level, where we do that very well, in fact as well if not better than anybody else in the industry, but allowing our developers to be able to speak openly and sometimes saying things maybe PR feels uncomfortable with, but we got over that.

"EA had not transformed into a community-based company. There were guidelines saying what you couldn't do, and you weren't media trained. Those days are behind us. When you look at our community boards, we have people now who deal with them as their full-time jobs.

"Just recently on Madden we had an issue with the control mechanism. We decided we'd listen to the community and we're going to fix it, we're going to patch it. Last year with Fight Night we did the same thing.

"You've got to swallow your pride, and say, 'We thought this was the right thing to do. But it isn't, so we're going to give you the ability to play it this way.'

"You just react. It's no longer you ship the game out then move on to the next year."

The public perception of EA as a brand has improved markedly over the last few years.

There was a time when gamers considered EA public enemy number one and suffered constant accusations of milking franchises with soulless, annual releases.

But following the appointment of John Riccitiello as CEO in 2007, EA's brand image has improved.

The company has invested heavily in new games that have scored well in reviews, such as Dead Space, Mirror's Edge, Mass Effect and Dragon Age.

The turnaround in culture has been so drastic that even high-ranking executives like Moore spend time looking at comments on the internet.

"The 12 angry men on the internet, as I call them, it's enough of a sampling size," he said.

"You read fifty, sixty, eighty of them, and you filter out fifty per cent of it just as noise.

"But then there are enough people there that have reasonably articulate and intelligent points of view – for and against – I really don't care. It just allows you to form an opinion. It gives you enough of a sampling size to get a feel for what's going on out there.

"There are people who are just flat out haters. There are people who like to stir things up and be the devil's advocate. And there people who just don't like EA. And there are people who don't like the capitalistic nature of the videogame industry.

"But overall, if I see a story I'm interested in, I read the story quickly and then I go see what the reaction is. I always do that."

Moore provided a recent example: EA Sports' gamescom announcement that gamers will be able to play as the goalkeeper in 11 versus 11 matches in upcoming footie game FIFA 11 drew some criticism in forum threads.

"I was online last night and reading the naysayers," Moore said. "I guess if you go back to PES a decade ago there was a manual play as a goalkeeper mode then, but it was very primitive and it wasn't involved in 11 versus 11.

"Yes, it's probably been done before. You could always play as a manual goalkeeper. But in this 11 versus 11 element of it, that's real interesting. It's fabulous.

"But then as I got deeper into the thread, more rational people came in and said, 'This could be a lot of fun.'"

So there you have it: Peter Moore is watching.

Picture of Wesley.

About Wesley Yin-Poole

Wesley is Eurogamer's news editor. He likes news, interviews, and more news. He also likes Street Fighter more than anyone can get him to shut up about it.

Read more articles from Wesley by visiting the Wesley Yin-Poole archive page.

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Comments (46) Latest comment 1 year ago

Comments threads automatically close after 30 days, but please feel free to continue chatting on the forum!

  • bad09 #1 1 year ago

    Peter Moore is watching.

    / waves at Peter

    Seriously though if companies were not hiring someone to scour at least the main gaming sites for feedback on their products and customer satisfaction I'd be surprised and shocked...although it would explain a few things.

  • el_pollo_diablo #2 1 year ago

    Peter, new maps for Battlefield Bad Company 2 please. Or Battlefield 1943. Or both.

    MAKE IT HAPPEN.

  • themorganator #3 1 year ago

    So Mr Moore, what do you say to the millions of gamers your company fucked over when you implemented charges on used games? No matter what comments are made relating to EA's standing in the global publishing arena, this one change has created a global standard for games charging and this does nothing but enhance EA's pubic perception. You company is full of money-grabbing cretins of the highest order.

  • anomagnus #4 1 year ago

    It would take a pretty sour faced bastard not to admit that EA has really turned around. I'm not saying they're perfect, but they take chances on new IP, they're supporting old IP's, and they even stuck it to ultra douche Langdell.

    I like what EA are doing, and they're a good counterpoint to Activision

  • reelbigkris #5 1 year ago

    @thermorganator

    Why should they continue a service for people who have not technicaly paid them for thier product? I completely understand the reasons for allowing players to purchase a code to unlock multiplayer, it allows them to keep the servers running AND also allows you to trade the game in.

    Would you rather them implement a DRM that registers the game to a machine and can not be traded in at all? The way I see it, they are trying to continue to generate a business model that allows them to keep the servers maintained while also profiting slightly from used sales which i believe make up for over 60% of video game store profits!

    online access code unlocks, while perhaps not the ideal thing for the gamer who purchases used games are something that i can personaly support because it brigns in key revenue into the gaming industry when AAA titles need to sell so f*cking much to see any profit.

  • Seehuusen #6 1 year ago

    # 3

    When you buy a game you're only paying for a license to use the software (read: Game), therefore they want you to pay if someone else wants that license. I think it's totally okay for them to do it.

    # 4

    totally agree with you on that. Of course the company is and will always be money grapping stockholders, but it's a different approach to getting that money, a new approach i really like.

    # 2

    Now where the fuck is my Battlefield 1943 for PC ? pre-ordered it years ago, if you go to DICE.se the game is not even on their list of current projects, everyone that pre-ordred should cancel the order, cause it aint gonna happen, it's probably gonna end up as a DLC for Battlefield 3 PC instead.

  • Pastici #7 1 year ago

    @Seehuusen

    Didn't they say don't hold your breath in regards to Battle field for the PC? Even offering to refund pre-orders.?

  • Sunworship #8 1 year ago

    I dont like what EA and others have done to disrupt the used game market, but Moore wouldnt be doing his job if he didnt make efforts to increase revenue in this way.

    That's part and parcel of the legal obligation to the shareholders that any ceo is under. The laws that define corporate behaviour are essentially anti-life and appear likely to bring civilisation as we know it to an end, but Moore didnt create them, nor is he in a position to buck them if if want to keep his job and put his kids through college!

    On the other hand: please fix Manager Mode in FIFA Mr Moore! The empty promises and misrepresentations of the past several years are doing your bottom line no good!

  • butler` #9 1 year ago

    It speaks volumes that your PR team is uncomfortable with your developers being open with end users.

  • Gromit #10 1 year ago

    "But then as I got deeper into the thread, more rational people came in and said, 'This could be a lot of fun.'"

    So the "naysayers" are therefore IRrational, eh Pedros?

    I think things are definitely moving in the right way for EA. Just really pay attention to why people are so negative about Activision and take comfort in the fact that the COD and GH franchises, while big, are nearly bled dry.

  • metalangel #11 1 year ago

    Stuff for you, then:

    1. A PROPER sequel to Battlefield 1942 with all the latest tech. Have a look at Forgotten Hope for BF1942 to get some ideas of what the maps and weapons should be like. Big maps, lots of vehicles, ships and subs and everything!

    2. Either make the Project Ten Dollar stuff genuinely worth the money, or get rid of it. A crappy NPC/extra map/trinket is NOT worth what amounts to almost a quarter of the price from new. If it's all about genuinely penalizing second-hand buyers, do it, don't do it so half-cocked.

    3. Leading on from number 2, a 'special edition' which just unlocks stuff that you'll get eventually anyway is not special. Bad Company 2 and Medal of Honour are examples of this. Likewise, delaying the release of maps already on the disc AND making us pay for it under the guise of Project Ten Dollar for Bad Company 2 was downright insulting.

    4. Stop turning your servers off! Especially in light of having to buy 'online passes' for your yearly sports games. NASCAR 09 hadn't been out a year in Europe when the EU servers were turned off.

    5. STOP MAKING NA AND EU VERSIONS OF GAMES. Let everyone play against everyone from all over the world.

  • disappointed #12 1 year ago

    So this guy spends his time trying to extract useful information from internet message boards? Poor bastard. Good luck Mr. M. and may God have mercy on your soul.

  • iwantmynameuk #13 1 year ago

    tee hee........ pubic perception

  • iamian #14 1 year ago

    Valid and articulate points then eh?

    Project $10 is grossly overpriced. Admittedly when a publisher sells to retail on a new game they're probably making more than that per unit. Once a game has been out 2 or 3 months (depending on demand) prices drop and agreements with the publisher mean they end up subsidising these price drops so the actual profit per unit drops too.
    Currently most preowned games are only a couple of £££'s cheaper than the new version in which case fine - you would rather have people buy the new version. But later on down the line, when reorders are slack and the retail sell price drops to a couple of £ per unit it's a bit rich to charge $10 per pre-owned when you probably wouldn't even make that much if they had purchased new!! Not to mention the fact that no project $10 content has been worth $10 to date either!!

    if you have to charge for preowned then : PROJECT $5 !!!
    Edited by 1 at 03/09/10 @ 18:00

  • tachometer #15 1 year ago

    Hi Peter, please can you bring the Dreamcast back? thanks

  • metallicorphan #16 1 year ago

    metalangel-you do know Peter Moore is in charge of EA Sports,don't you?,and not just EA Games

    (although i do agree with the points you brought up)

  • lucky_jim #17 1 year ago

    As long as EA carries on producing games of the quality it has been this generation, I'm happy. I was one of the "EA haters" but when they're putting out things like Mirror's Edge, Dead Space and Skate, I can't complain. Even "project 10 dollar" seems fair enough to me: in these days of widespread online gaming, we can't expect them to run and maintain servers for people who've not paid for it. They're not a charity. You can usually get a new copy of any of their games at a healthy discount if you wait a month or two after release and shop around, buying used is a false economy anyway (unless you're a games retailer!).

    Also, if they're successful in holding Tim Langdell to account for his trademark trolling, then they'll have earned a degree of permanent kudos from me. That f*cker should be in prison.
    Edited by 2 at 04/09/10 @ 00:21

  • curtlikesmeat #18 1 year ago

    Well if you're reading this Peter then LOL at your comments big style, as you're the same guy who deleted all the constructive criticism of Fifa 10 off your blog last year instead of trying to forge relationships with the community.

    Edit to add: oh and also there was a PR blackout on the Fifa 10 forums up until a month or so ago. They were rife with complaining about the bugs and rather than interact with the fans the devs were told not to post.

    This interview is utter bilge.
    Edited by 1 at 03/09/10 @ 18:21

  • Phantom_Dynamite #19 1 year ago

    If Moore was serious about EA admitting it was wrong he would have it tattooed on his arm by now.

  • riceNpea #20 1 year ago

    fix the manager mode in FIFA please.

  • dingo75 #21 1 year ago

    Peter if you see Yves:
    Kick him in the nuts for the Ubilauncher!

    Kthx :)

  • darkmorgado #22 1 year ago

    When I first came here we set upon a mission to improve our brand image

    Erm, why hasnt he been sacked yet then?

  • higganos #23 1 year ago

    Peter?!!! Hiya?!

    So...when is the sports division going to punish quitters then, eh? I mean, hey, it's only been 5 years and the cunts still get away with it. So. Fucking. Annoying.

    And your Tiger servers are utter pish.

  • Vixremento #24 1 year ago

    Well Peter if you're watching then all I have to say is this:
    SSX!

  • aphexstwin #25 1 year ago

    get rid of the cheats and glitches in bf2mc please.

    realise that snipers lay on the ground please.

    give us a brand new golf game please, not a rehash of pga from the amiga.

    give us a proper nascar simulation please, gt5 is gunna walk all over your pathetic yearly attempts

    keep emailing kotick to call him a cunt please, we like acti gettin a swift boot

  • WJF #26 1 year ago

    'the hardcore are your evangelists, your core user base, the fickle masses will come and go from one shiny object to the next shiny object, but a dedicated hardcore following will stick with you'

    Although I generally agree with this sentiment, it does make me wonder why any publisher/developer of a major sporting franchise would actually need to listen to the 'hardcore' when they know they'll be buying the next instalment of the game without question, no matter what their gripes are.

    Surely the fickle are the ones that need persuading and listened to, more than the ones that can automatically be added to the balance sheets for the quarterly earnings?
    Edited by 1 at 03/09/10 @ 23:00

  • Shikasama #27 1 year ago

    Hah, 'hate the the capitalistic nature of the gaming industry'.

    if you don't like DLC, you're a communist.

  • Eraserhead #28 1 year ago

    If FIFA 11 is properly bug-free - with, y'know, Manager Mode actually working this time - or failing that gets patched properly more than once, then I'll start to believe Mr Moore. Otherwise, it's all just more words.

  • orangpelupa #29 1 year ago

    hmm, on BFBC2 it seems only the UK forum that got the DICE watching and replying. the global ea forum is none.

    btw still so much bug on BFBC2, see your own UK forum....
    and new maps please... not just re-released map from one mode to another....:(

  • jogi #30 1 year ago

    FIFA 09 and FIFA 10 both had a lot of bugs that were never fixed. I'm not buying FIFA 11 until I see how the community reacts to it and if EA do anything about it.

  • Phishfood #31 1 year ago

    I honestly didn't think there was a problem with the Fight Night 4 controls. I could use it to beat the highest difficulty CPU.

  • hiddenranbir #32 1 year ago

    Moore!!

    Re-release Sid Meier's Alpha Centauri! On GOG or your own EADM store, I don't care but this is a gem you have in your company. A precious Kohinoor diamond that must be unleashed on the world once more! The original of course, don't you dare try to remake it. Or maybe do a carbon copy but a bit fancier and a whole lot bigger.

    Lots of love, xx

    HiddenRanbir

  • uzivatel #33 1 year ago

    Too bad its not retroactive and the Mass Effect trilogy remains broken.

    Then again, maybe they fix the PS3 version.
    Edited by 1 at 04/09/10 @ 09:46

  • ParanoidZombie #34 1 year ago

    I know EA won't do it, but since you're interested in our opinions: stop with the yearly updates of your sports games - take the fight night route with all your franchises, especially tiger woods. Or lower the prices of those games - yearly updates aren't worth 60€.

  • sagat #35 1 year ago

    Why would anyone NOT want the option to play as GK? Especially if you dont have to use it.

  • KDR_11k #36 1 year ago

    When you buy a game you're only paying for a license to use the software (read: Game), therefore they want you to pay if someone else wants that license. I think it's totally okay for them to do it.

    No, console games usually don't include EULAs like that. What you buy is the disc.

  • pockets #37 1 year ago

    It would be nice if they actually finished and tested their games before releasing them. I'd be interested to know what the last EA release that didn't need patching was. Just take a look at Madden, it's full of ridiculously obvious errors like the wrong team celebrating 4th down conversions etc etc, let alone the actual broken gameplay and lack of any defense.

  • darkmorgado #38 1 year ago

    @hiddenranbir

    You can easily get Alpha Centauri. It's been re-released on a budget label. GAME have it as part of their 3 for a tenner range.

  • levitate #39 1 year ago

    EA has a LONG road ahead of them if they want to IMPROVE their image. If they changed the company name to "Happy bunnies of the apocalypse" and sold tin eggs with chocolate in them I'm not sure people would be interested.

  • lucky_jim #40 1 year ago

    I'm not sure why people still hate EA. This generation they've given their developers a greater degree of freedom to operate, as far as a company like EA can, which has resulted in some quality games (such as Dead Space) which they're continuing to support despite less-than-stellar sales. They've listened to feedback on Fifa (the only EA sports series that interests me) to make it arguably the best footie game ever (although that title still belongs to SWOS if you ask me!). They're trying to take Tim Langdell to task for his blatant trademark trolling, which might arguably be motivated by self-interest, but most of his victims are much smaller operations. The "sensible" corporate thing to do would be to chuck him a few quid that they can easily afford and get on with it; the real beneficiaries of their action will be the indies and small companies he mostly preys on.

    In the minus column, we have project ten dollar; ok, I understand why people are upset about that, but if great games like Dead Space and Mirror's Edge aren't selling because people are buying them used (which is what EA's figures suggest) then they won't get made in future, unless publishers like EA can find some way to claw back some of that money. I'd rather those games continued to get made, rather than the unoriginal pap that used to be EA's stock-in-trade.

    We also have the fact they turn off online servers too quickly. I can see how that rankles, and I've got nothing to say in support of their actions there, except to question whether the games involved are those which have seen a lot of used sales (and therefore no money for EA). I don't know the answer to that, just asking the question.

    I'd say given all the above, that on balance EA are to be applauded. I'm a total Dreamcast fanboy, so I've never been in any hurry to praise EA for anything. But this generation they've gone from villains to heroes imo. And believe me, I never, ever thought I'd say that.

    If you want to hate a games company, go and look at how Activision have been behaving in recent years.

  • Collymilad #41 1 year ago

    I love all the EA haters.

    You guys are pathetic. You can say what you like buy they have at least tried to improve their image and game catalogue (and succeeded imo)

    As for the new thing to whine about, project $10 I find myself puzzled by the posts people make.

    Here's how simple it is: If you think that project $10 content isn't worth it, then you buy used, save money and don't get access to said "worthless" content. If you think it's worth it, you buy new. It's actually quite a fair system and actually does very little to penalise the 2nd hand market, as people who don't want the content can still buy used. If they do want the content then obviously they are giving you something worthwhile for your extra cash.

    You can argue all day about the 2nd hand market, using ridiculous analogies about cars with no engines, go on and on about how it isn't like this for other items you buy, but the bottom line is you're giving the game store £25-30 whatever for taking the game off a guy then putting it on a shelf, whilst the company and people who spent years making it get nothing. If they want to try and claw £5-10 back then so be it.

  • Jamiesan #42 1 year ago

    I think P$10 is pretty interesting. Right now the extra DLC doesn't seem good enough to warrant the extra spend if I'd got a game 2nd hand. So they need to either decrease the price, provide better extras, or lock more important game features behind the P$10 code. No prizes for guessing which will happen (is happening already? that wrestling game comes to mind)

    Also - everyone saying this is because people are using EA servers to play online without paying...think about that for a second!
    I buy a game --> Keep it --> EA gets paid once, and one person is able to play online at any given time
    I buy a game --> Sell it --> EA gets paid once, and one person is able to play online at any given time
    This has NOTHING to do with the cost of keeping thei servers up. Especially as I pay microsoft £40 a year to host game servers, EA could just switch to those if the costs were getting too much.

  • SilentNinja92 #43 1 year ago

    @thermogranator

    How else can they keep servers running for those who purchase the game?

    This isnt like it used to be years and years ago. Now servers are expected to take thousands, of not tens of thousands, of players all at once. That costs a lit of money. And as development costs go up and up all the time they have to get money back somewhere.

    Why should they increase game prices, or add subscription? Thats punishing those who got the game new.

  • gav082 #44 1 year ago

    EA arent putting out great titles, DICE, and Bioware are. They're just a publisher!

  • BuddyChrist #45 1 year ago

    Mirrors edge?.....oh joy

  • Teamallstar #46 1 year ago

    Ea have certainly done well to salvage their reputation, but it has only been made possible by activation and their quest to take over the world.