Activision has surpassed EA as the number one US publisher in 2007, but EA Sports boss, Peter Moore, believes that they won't be able to outsell his division.
"Consumers get a chance to vote at the cash registers, and what we're seeing is that our games are as popular as ever," said Peter Moore. "This is an area in which Activision-Blizzard really can't compete with us."
But this belief won't stop EA Sports from improving their portfolio and seeking new audience. "We need to globalise, and we're taking many steps to broaden the appeal of our product portfolio. We're committed to testing the elasticity of our brand. We have a number of concepts in development that will start to evolve the EA Sports experience to something that still appeals to the hardcore but is less intimidating to casual gamers", the EA Sports boss explained.