Speaking at the Edinburgh Interactive Festival about how EA Sports had escaped what he described as "the burning platform" of their old business model, Peter Moore said that the publisher’s bid to expand the game playing audience wouldn’t lead the company to neglect core consumers.

Moore said that he hasn’t forgotten the crucial role that core gamers played in helping EA Sports rise to the top of the sports game market - in fact, he said, "they put us here."

Key to growing EA Sports’ relationship with core consumers is keeping them involved in the day-to-day process of the games being made, and constant support and changes to the title after they own it.

"Today we're on Facebook and Twitter, but also everyone on my teams has a camera, and they talk to that and post 24/7 - this is breaking the dark art, the science of gaming, up for the consumer. It humanises us,” Moore said. “You can ask the developers a question about the game. I watch them, and they'd better give you an answer."

You can read more about the “new EA Sports” and how it plans to maintain its dominance in the market here.