The Game Business Show Peter Moore’s video game stories: “Maybe the console wars were my fault”
Mar 10, 2026
Peter Moore, veteran games and sports executive who led teams at Sega, Xbox, EA and Liverpool FC, shares colourful career stories. He recalls the Dreamcast’s innovations, the Xbox 360 repair crisis and the birth of Ultimate Team. He also reflects on public image, navigating corporate politics and the emotional highs and lows of leading Liverpool.
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From Sneaker Wars To Sega
- Peter Moore joined Sega after being fired from Reebok and used his sneaker-marketing experience to pitch gaming as mainstream entertainment.
- He compared the Venn diagram of sneaker buyers and gamers as teenage boys and used that to win trust in Tokyo.
Dreamcast Was Ahead With Online Gaming
- The Dreamcast pioneered console online play and shipped with innovative launch titles like Crazy Taxi and Sonic Adventure.
- Moore highlights its dial-up online, 56K modem support and later broadband adapter that enabled games like Quake and Counter-Strike.
Why Dreamcast Lost Despite Great Games
- Dreamcast failed from a mix of being early, Sony's FUD and Sega's depleted resources despite a stellar launch lineup.
- Moore cites Okawa-san's personal funding and PlayStation 2 marketing that painted unrealistic expectations about PS2 superiority.
