EA Sports' Peter Moore

There you go! It actually got some really intelligent conversation about sports games and their role in these awards, and I learned a lot about World of Goo and Bangai-O Spirits that I probably wouldn't have [otherwise].

Yeah, the Guardian thing was unfortunate, because [it] was for a feature for a magazine and the journalist then took the notes and, as he admitted when he posted, there was no approval or intention that those notes should then be used to create an unfolding blog entry over five days. And that was unfortunate and I learned a lesson there, quite frankly.

But the culture at EA is a relatively open one. Not just me, but I now encourage every one of our development teams to have full open blogs, which they do. We were guilty a couple of years ago at EA Sports of having the development process be some closed-ranks process where we would deliver you a screenshot every now and then and maybe when we're ready to tell you about a game, we'll do that. We can't do that any more; our community's a passionate one and they call us out on this stuff and rightly so.

All of our teams now are very active. We've given our teams video cameras and not only do we sit and type our blogs, our teams are encouraged to sit down at the end of the day and talk about what they've been doing on video, and then post video blogs.

You know, I recognise what Twitter is and it's a lot of fun for a lot of people, but I don't think you'd find my life particularly interesting. I have enough to do without sending tweets out every... I'm not sure I can put my life in 140 characters per tweet.

Back to your original point, there's much more - particularly with John Riccitiello coming back - openness and candidness about what we need to do to be more open about who we are as a company, because I think we have a perception that we need to cure, quite frankly, of who we are. We are a very creative company. I've been in this industry 10 years now, and I've met in the last 18 months some of the most creative and hard-working people that I've ever met, and I don't think the outside world sees that with EA and that really is a shame. And certainly having that open interaction via blogs or Twitter is one way of maybe opening a little bit of our soul to the outside world, and I think people would appreciate that.

Well, I think we need to continue to work on the Wii. When I look at the attach rate on the Wii of our software to where I think we should be, we're under-performing still, we need to do much better. I think we need to continue to increase our online presence - even though we're doing a lot of stuff, [which has started] to happen in the last six months. And the globalisation of our business - still to this day I need to make sure that we feel like a global company. I love coming here, but I end up talking about FIFA, FIFA, FIFA, FIFA; whereas when I'm in the US I'll talk about Madden, NHL, NBA, NASCAR previously, so I need to have a better portfolio that feels more global.

Apparently so! According to the internet.