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."