TheRetroArcade
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Joined: Feb 2026
Joined: Feb 2026
"I felt that not being cold and distant, which the football club was with absentee American owners, was the way to go. My American owners did not agree."
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Before there was Phil Spencer—thematically speaking, that is—there was Peter Moore: charismatic, engaged, and very high profile, at least by the standards of your typical game industry exec. He rolled up his sleeve to reveal the Halo 2 release date tattooed on his arm at E3 2004, for instance, an act he followed up a couple years later with Grand Theft Auto 4.
Moore left the game industry in 2017, parting ways with Electronic Arts to become CEO of famed football club Liverpool FC. He had a successful run—Liverpool won the UEFA Champions League, FIFA Club World Cup and the Premier League during his tenure—but his contract was not renewed, and in 2020 he was replaced.
One of the big challenges he faced during his time with the club, he explained in an interview with The Game Business, is that the style of public relations that served him so well in the game business did not make a good impression on the team's owners.
"At EA we were voted, two years in a row, the worst company in America, because of the end of Mass Effect," Moore said. "This is when BP is polluting the Gulf of Mexico. Bank of America has brought down the global economy with subprime mortgages. But fucking Commander Shepherd dies in Mass Effect 3, and that makes us the worst company in America."
Obviously there was a lot more to that "win" than just the end of Mass Effect 3, and the poll itself was a Boaty McBoatface moment: More a measure of what people on the internet were mad about in the moment than which US-based company was really the worst.
Still, Moore was determined to meet the matter head on, so he took to Twitter, which he believed "was the best way to figure out how we could humanize the face of EA," and he had some success with the effort. So when he left EA to head up Liverpool's business, he adopted a similar strategy.
"Gamers are volatile, and football fans are volatile," Moore said. "I felt that not being cold and distant, which the football club was with absentee American owners, was the way to go.
Keep up to date with the most important stories and the best deals, as picked by the PC Gamer team.
"My American owners did not agree. They did not like the fact that I engaged with fans on social media. They fe...Read more: Full article on www.pcgamer.com
What do you think about this?
When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works.
Keep up to date with the most important stories and the best deals, as picked by the PC Gamer team.
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Every Friday
GamesRadar+
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Every Thursday
GTA 6 O'clock
Our special GTA 6 newsletter, with breaking news, insider info, and rumor analysis from the award-winning GTA 6 O'clock experts.
Every Friday
Knowledge
From the creators of Edge: A weekly videogame industry newsletter with analysis from expert writers, guidance from professionals, and insight into what's on the horizon.
Every Thursday
The Setup
Hardware nerds unite, sign up to our free tech newsletter for a weekly digest of the hottest new tech, the latest gadgets on the test bench, and much more.
Every Wednesday
Switch 2 Spotlight
Sign up to our new Switch 2 newsletter, where we bring you the latest talking points on Nintendo's new console each week, bring you up to date on the news, and recommend what games to play.
Every Saturday
The Watchlist
Subscribe for a weekly digest of the movie and TV news that matters, direct to your inbox. From first-look trailers, interviews, reviews and explainers, we've got you covered.
Once a month
SFX
Get sneak previews, exclusive competitions and details of special events each month!
Before there was Phil Spencer—thematically speaking, that is—there was Peter Moore: charismatic, engaged, and very high profile, at least by the standards of your typical game industry exec. He rolled up his sleeve to reveal the Halo 2 release date tattooed on his arm at E3 2004, for instance, an act he followed up a couple years later with Grand Theft Auto 4.
Moore left the game industry in 2017, parting ways with Electronic Arts to become CEO of famed football club Liverpool FC. He had a successful run—Liverpool won the UEFA Champions League, FIFA Club World Cup and the Premier League during his tenure—but his contract was not renewed, and in 2020 he was replaced.
One of the big challenges he faced during his time with the club, he explained in an interview with The Game Business, is that the style of public relations that served him so well in the game business did not make a good impression on the team's owners.
"At EA we were voted, two years in a row, the worst company in America, because of the end of Mass Effect," Moore said. "This is when BP is polluting the Gulf of Mexico. Bank of America has brought down the global economy with subprime mortgages. But fucking Commander Shepherd dies in Mass Effect 3, and that makes us the worst company in America."
Obviously there was a lot more to that "win" than just the end of Mass Effect 3, and the poll itself was a Boaty McBoatface moment: More a measure of what people on the internet were mad about in the moment than which US-based company was really the worst.
Still, Moore was determined to meet the matter head on, so he took to Twitter, which he believed "was the best way to figure out how we could humanize the face of EA," and he had some success with the effort. So when he left EA to head up Liverpool's business, he adopted a similar strategy.
"Gamers are volatile, and football fans are volatile," Moore said. "I felt that not being cold and distant, which the football club was with absentee American owners, was the way to go.
Keep up to date with the most important stories and the best deals, as picked by the PC Gamer team.
"My American owners did not agree. They did not like the fact that I engaged with fans on social media. They fe...Read more: Full article on www.pcgamer.com
What do you think about this?