Peter Moore

Peter Moore (born 1955) is a British-American business executive.

He is known for his former positions as senior VP of Global Sports Marketing at Reebok, president of Sega of America, and corporate vice-president of Microsoft's Interactive Entertainment Business division, overseeing the Xbox and Xbox 360 game consoles.

Moore became the president and chief operating officer of Sega of America on 8 May 2000.

Moore has been proud of the success of the Dreamcast game console and the satisfaction that owners still express today; including fans of the Shenmue game franchise, which Moore describes as the most vocal fanbase during his career at Sega.

Moore disclosed to GamingSteve.com that at a security checkpoint at Chicago O'Hare International Airport, a TSA security agent said "I don't need to see your passport. You're the asshole that gave away Shenmue to Xbox".

Many blame Moore for using Sega as a career ladder while misusing Sega.

Moore clashed with Japanese leadership.

Moore commissioned a focus group of young American adults in late 2001 or early 2002 to get a sense of how they viewed different gaming companies.

The focus group revealed troubling opinions about Sega.

He took a subtitled tape to present to Sega leadership in Tokyo and later recalled Yuji Naka accusing him of lying and forcing focus group attendees to criticize Sega.

So on January 31st, 2001, we said Sega is leaving hardware.

We were selling 50,000 units a day, then 60,000, then 100,000, but it was just not going to be enough to get the critical mass to take on the launch of PS2.

Somehow I got to make that call, not the Japanese.

I had to fire a lot of people; it was not a pleasant day.

During his stint at Sega, Moore also portrayed a zombie in the film adaptation of House of the Dead along with producer of the original game Rikiya Nakagawa.

Both are credited at the end of the film under "Special Thanks".

Moore asked his interpreter to tell Naka "to fuck off" and resigned from Sega in January 2003.

Moore is often mistakenly blamed for the discontinuation of the Dreamcast and Sega becoming platform agnostic.

This is often attributed to the following which he said in an interview:

We had a tremendous 18 months.

Dreamcast was on fire – we really thought that we could do it.

But then we had a target from Japan that said we had to make x hundreds of millions of dollars by the holiday season and shift x millions of units of hardware, otherwise we just couldn't sustain the business.

On 20 January 2003, Microsoft hired Moore to help the Xbox console compete with Sony's PlayStation 2 and Nintendo's GameCube.

At Microsoft, Moore gained notoriety for displaying tattoos of Halo 2 and Grand Theft Auto IV that he used when announcing the respective games (the former was used to announce Halo 2's release date of 9 November 2004, while the latter was used to announce Grand Theft Auto IV).

Some sources claim that the Halo 2 tattoo was not permanent and others have reported that Moore still has it.

Moore also reportedly endorsed the Wii console as an alternative over the PlayStation 3, claiming that for the price of one PlayStation 3 (US$599 at the time), the consumer can buy both the Xbox 360 and Wii.

From 2007 to 2011, he was head of Electronic Arts' EA Sports game division.

On 17 July 2007, Electronic Arts announced that Peter Moore would be leaving Microsoft to head the sports division at Electronic Arts.

In 2012, he was appointed COO of Electronic Arts.

He resigned from EA in February 2017 to become CEO of Liverpool Football Club.

It was announced in July 2020 that Moore would be leaving Liverpool at the end of August that year, having completed his three-year tenure with the club.

Moore was born in Liverpool.

He holds a bachelor's degree from Keele University and a master's degree from California State University, Long Beach.

He worked for Patrick USA, the US subsidiary of a French sportswear company, and then at Reebok for almost a decade.

He also was a physical education teacher in Llangollen, for a number of years.

Moore recently became a resident of Montecito, California, US.

After Reebok, Moore was hired by Bernie Stolar to work at Sega of America.

Despite his son owning a Sega Saturn, Moore knew little about video games.

However, Moore quickly rose to prominence at Sega, being a big figure in the company's North American operations during the Dreamcast era.

On 11 August, Sega of America confirmed that Stolar had been fired, leaving Moore to direct the launch.