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EA Reshuffles, Turns BioWare Into A Full EA Label

Matt Gardner
BioWare, EA, John Riccitiello, Peter Moore

EA Reshuffles, Turns BioWare Into A Full EA Label

There have been a few changes at EA in the last twenty four hours. Former EA Games head honcho Frank Gibeau will now take up a new position as head of EA Labels, and Peter Moore, who previously headed up the EA Sports label, has been promoted to COO, a position that's been vacant since John Schappert jumped ship to Zynga earlier this year.

On top of that, EA Labels themselves have seen a new addition to the ranks. Canadian developer BioWare has been fully absorbed into EA's fold, given a label status that brings the collective group to a nice, round four: EA Games, EA Sports, EA Play and BioWare.

CEO John Riccitiello posted a brief entry up on the EA's news stream entitled 'Changing and Growing', acknowledging the new changes and waxing lyrical over the strength in depth he feels EA is now showing:

First, I think it’s a great reflection on EA that we are able to tap so much world-class leadership from within our own ranks.  The depth of talent and leadership in this company is inspiring.

Second, as I look across EA and back on its history, I come to an important realization.  The people who succeed here are the ones who map their creative vision over a deep understanding of what our consumers want.  Our Label structure reflects that strategy.  It creates a close partnership between developers and product marketers that connects the creative process to our consumers. - John Riccitiello, Electronic Arts' CEO

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