Over the past several days, the Guardian has posted a five-part interview with Peter Moore, head of EA Sports. Moore was also the president of Sega, and a vice-president at Microsoft, so his experience at the top levels of the gaming industry is extensive. He describes how he came to be employed by Sega, the development of the Dreamcast, and its subsequent flop when confronted with the Playstation 2. He also discusses his involvement with the development of the Xbox franchise, how the integrated hard drive "killed" the original model, and he gives his account of how the Red Ring of Death fiasco affected the company. The series ends with a look at EA Sports' plans for the future, and how they're trying to create a new business model beyond the micro-payments popularized by iTunes, which Moore calls "a rip-off."