Microsoft's Corporate VP now President of successful sports brand. 

Today, Electronic Arts announced the completion of its internal reorganization into four main labels, as well as its executive team which will be heading up each brand for the publisher. The restructuring move was designed to maximize the production of the company's games and help it drive growth for the four autonomous labels: Games, Casual Entertainment, The Sims and EA Sports. Frank Gibeau was announced as the President of the EA Games Label, Kathy Vrabeck will be the President of EA Casual Entertainment and Nancy Smith will be the President of The Sims. However, one of the surprises that was attached to today's announcement was that Peter Moore, the Corporate Vice President for Interactive Entertainment Business in Microsoft's Entertainment and Devices division, would be leaving his position as the leader of the Xbox 360 platform to take over as the President of the EA Sports brand.

As sports fans know, the EA Sports Brand is one of the strongest in the gaming industry, consistently producing titles like NBA Live, Tiger Woods PGA Tour, FIFA Soccer, Nascar and Madden NFL. Moore, who joined Microsoft in 2003 to oversee their gaming consoles, previously was the President and COO of SEGA of America, and helped launch the Dreamcast in 1999. However, apart from his experience in the gaming industry, Moore also has an extensive sports background, as both a Senior Vice President of marketing at Reebok International Ltd.and as the President of Patrick USA, the United States subsidiary of a French sportswear company.

A statement released by EA from Peter Moore stated the following, "The people at EA Sports have created one of the strongest brands in the entertainment industry and John Riccitiello is building an organization which will extend the company's leadership to new platforms and new audiences all over the world. I couldn't be more excited about joining EA and moving my family back to the San Francisco Bay Area."