EA Shuffles Upper Deck With Three Promotions

Electronic Arts has reorganized its management team to take into account its acquisition of PopCap, once it’s complete, and the departure of COO John Schappert, who left in April to fill the same role at Zynga.

There are three major appointments: Frank Gibeau, currently president of EA Games, will become president of the EA Labels; Peter Moore, currently president of EA Sports, will become COO, overseeing EA’s global publishing organization and online initiatives, including the Origin digital platform; and Barry Cottle, EVP of EA Interactive, will now oversee EA Mobile, Playfish, Pogo, Hasbro and PopCap.

The management changes will be effective Monday.

Along with the promotions, there will be one structural change to the business. EA is expanding from three to four labels — EA Games, EA Sports, EA Play and BioWare — with Gibeau in charge of all of them.

Each label is focused on key game franchises and each is responsible for launching at least one game annually while also creating content for all platforms, including console, PC, mobile and social.

This is the first reorganization since EA CEO John Riccitiello established EA’s label structure when he rejoined the company in 2007; he left in 2004 to be a founding partner and managing director of Elevation Partners, a private equity firm.

In a letter to employees, Riccitiello said that EA has shifted to creating fewer, bigger and better titles with better cost management, while also expanding its digital businesses.

“Our quality has risen dramatically. We’ve built an $800m+ digital business while pushing down operating costs,” he said. “Not all of it was easy but looking back, it was exactly the right structure and priorities for the challenges we faced.”

Gibeau has worked at EA his entire career, joining straight out of college in 1991. Moore was appointed president of EA Sports in 2007, having joined from Microsoft, where he was responsible for leading its Xbox and Games for Windows businesses. Cottle joined EA in 2007 from Palm, where he was COO in charge of overseeing its wireless and Internet division.

Photos: EA’s booth at E3, top right; Gibeau pictured left; Moore pictured right.

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