Yesterday, at a presentation to journalists at Electronics Art's headquarters in California, EA Sports president Peter Moore spoke of his company's big plans for the future, stating that he wants take on the likes of NIKE and ESPN and broaden the company's goals by becoming heavily involved in the real world of sports.

"There is a great opportunity to take EA Sports and turn it into a general sports brand that can compete not only with Take-Two and Konami and the other usual suspects in the video game world," he told the New York Times. "To look at ourselves in a different way and compete with the likes of Nike and ESPN to win the hearts and minds of a very desirable demographic group, which is the 14-to-34-year-old male worldwide."

From the Madden Series to Tiger Woods golf, EA Sports have long been involved in the creation of sport's videogames and as recent as 2005, teamed up with ESPN signing a massive 15 year deal for ESPN to be integrated into EA Sports video games. But, EA Sports won't be stopping their assault on sport's world at just videogames, Moore also wants to get involved in real sports and he says ""That could mean broadcast sports, sports camps, the ability to license consumer products around the EA Sports brand. That means technology that brings sports to life for coaches, players and television viewers, and it means services online for sports fans to connect with one another."

Source :: New York Times