EA COO: “The PC Was Dead to Us,” but “The Big Client PC Games Are Back”

EA COO Peter Moore has admitted that a few years ago, the company saw the PC as a dead-end platform; but things have changed, and EA now sings the PC’s praises.

Speaking with Wired, Moore said:

“As you get further into the cycle of fixed hardware, the PC just sprints ahead. The things we can do on the PC because of the power of both the CPU and the GPU are unbelievable.”

He admitted:

“When I first arrived at EA in 2007, the PC was dead to us. We just couldn’t find the right business model for it. As a result, it became a little bit pushed back into the office and the study. Piracy was an issue. We were still delivering games on CD-ROMs, and you just needed to deliver one and the market would take care of the rest of it. We still hadn’t built this kind of, if you will, content in the cloud strategy.”

With today’s era of digital sales and cloud-based business models, the PC is back in a big way. Moore said:

“The big client PC games are back. Stuff we can do on an open platform from a business perspective, from patching every day without having to go through certification, or anybody else, dealing directly with the consumer without having to deal with our great friends at Sony, Microsoft, and Nintendo, makes the PC a very attractive platform. It has been the core of this company for three decades.”

Moore even commented on The Old Republic’s move to free-to-play, saying that “price was always the issue” for surveyed players cancelling their subscriptions.

Was it the issue for you?

via PC Gamer

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8 Comments on EA COO: “The PC Was Dead to Us,” but “The Big Client PC Games Are Back”


On November 1, 2012 at 11:30 pm

Translation: “we just realized that we can shaft the consumer even more on PC than on consoles!”


On November 2, 2012 at 12:29 am

Moore even commented on The Old Republic’s move to free-to-play, saying that “price was always the issue” for surveyed players cancelling their subscriptions.



On November 2, 2012 at 1:04 am

Lets go ahead and run the quote through the bull translator and see what we get.

“Back in 2007 we didn’t want to be the first company to have a paid game with a cash shop, so we let someone else take that risk first. Now that we know it is something that will work, we can now nickle and dime our PC demographic without Microsoft and Sony wanting a piece of the action.”


On November 2, 2012 at 1:04 am

What stopped me carrying on with SW:Tor… Between the same as everything else gameplay, and Mass Effect 3.. that’s what made me cut my sub.


On November 2, 2012 at 3:31 am

That was not my issue. I got bored of WOW and Everquest gameplay before SWTOR came out, and then, to my dismay, they decided to copy it completely. I then deluded myself into thinking that dialogue, story, and Star Wars would revive the genre for me. The dialogue and story were ok, but they were just glossing over the shallow gameplay that I’d already played for years before that. The Star Warsy-ness lost its appeal after awhile too.

Ultimately, I didn’t really think I wanted to play another MMO timesink, and I definitely didn’t want to play one I had basically already played. What really gets me though is this – this wasn’t entirely EA or Bioware’s fault. Yes, they made the overall design decisions – but look at the forums – people complaining about wanting arena or more in-depth raiding – the WOWbots wanted this game to be like WOW – anyone who dared ask for anything different was shouted down on the forums. Back when it was still in development, I occasionally posted something to the effect of, “Please avoid making the classes into the trinity system, if I have to post one more time LF1M Tank, I’m going to hurt myself.” The response from the community was, “LOL, all MMOs have to have that stuff.” There’s your problem, right there.


On November 2, 2012 at 6:17 pm

Yeah, the combat was dull and stale, but I’ll be honest, the real problem for me was story and characters. The characters were fine for an MMO. But Bioware was promising to deliver characters and storylines with depth. I found nothing of the sort. I didn’t find myself giving a damn about any of my companions.

And just poor level design. I remember the “Secret Revanite Camp” public transportation hub.

And did I mention they ruined Revan, who was probably one of the most compelling characters ever made in the Star Wars Universe as it was in the first KOTOR, until he became amazingly ambigious in KOTOR2, with the implication he never actually “fell” to the darkside?

They should’ve stuck with KOTOR3, where the paths of the Exile and Revan were given closure… then show the “Sith Empire” preparing to invade. They felt the need to continue the storylines of Revan and the Exile in TOR, despite the fact they were hundreds of years out of date.


On November 3, 2012 at 5:10 pm

And by “price was always the issue” we mean, “paying for a shallow, repetitive and half-finished MMO wtih all the cool stuff from the beta removed was always the issue.”


On November 4, 2012 at 2:33 pm


You’ve hit the nail on the head. It’s funny to see them call Sony and MS their “great friends” within the same statement where they basically say Origin lets them keep all the money for themselves. He speaks of being able to patch every day but I see patches for EA’s games pretty much as often as I see them selling nickel and dime DLC.

As for SWTOR, price might have been an issue given that the subscription model was on its way out when the game released, but it wasn’t THE issue. People will still pay if they perceive it as worth the money. A voiced version of more or less the same WoW model that everyone else uses isn’t worth the money. So yeah, price matters, but it’s only a part of the equation. One other reason that I can think of that EA will never mention is that quite a few people cancelled their subscription because of ME3. They didn’t want to keep giving money to EA when had a hand in at least some of the aspects of the game they didn’t like, and the only real way to get a corporation to listen is to hit it in the money bag.