Peter Moore discusses how EA Sports learned to cater to women

Peter Moore gave a keynote this morning at the Edinburgh Interactive Conference and discussed how EA Sports learned how to reinvent itself to women and embrace Nintendo's Wii.

"The only time our testosterone-fuelled business talked to women was about games for their boyfriends, sons or fathers," said Moore.

"The Wii came along and the dynamics changed. The audience changed radically - no longer interested in passive sitting down, it became more about getting up off the couch. We knew that if this is where the business was going, we were going to lag behind unless we changed our business model.

"Probably the most stark example of success on the Wii is the rise of health and wellness. We are EA Sports, where do we come in on this? We did $150m business in the first year in our case by talking to the female consumer and providing a solution to someone who perhaps can't get to a gym, or afford one, through EA Sports active.

"It's not only great business for the company but we are changing people's lives through a game, and actually, it's not just a game it's an experience. It kicks your ass. We are delighted we are talking to girls, we are talking to women."

More over on Guardian UK.