In a recent interview with GameTap, Peter Moore stated his intentions to take Electronic Arts from an "American" brand to a global one. Although EA continues to be popular within the US and without, Moore feels that it doesn't "feel local" to the European and Asian market.

Moore, President of EA, also mentioned last week how EA Sports is looking at cricket as a sport, perhaps as a hint of more things to come to make the brand more global, or depending on your point of view, local to your country. As Moore explains:

I talked a lot [...] about cricket, tennis, mixed martial arts, open-wheel racing [...] all of which can make a difference in the way people perceive us. [...] We don't have that depth and penetration into the psyche of the European sports consumer. We need to change that, and we need to change that quickly.