Speaking this week at the Edinburgh Interactive Conference, keynote speaker has said that Sports are in the process of reinventing themselves, with girls becoming ever more important.

The is of course EA Sports' method of reaching out to female players, the game maker desperate to move away from the macho image their wares presently depict.

"The audience changed radically - no longer interested in passive sitting down, it became more about getting up off the couch. We knew that if this is where the business was going, we were going to lag behind unless we changed our business model," Moore explained to attendees.

Apparently Active has done "over 150 million USD" of business in it's first year, and Moore believes this is just the start of a boom.

"It's not only great business for the company but we are changing people's lives through a game, and actually, it's not just a game it's an experience. It kicks your ass. We are delighted we are talking to girls, we are talking to women."

So, there we have it, Peter Moore likes talking to girls.

Thanks to The Guardian.

By Luke Guttridge