Peter Moore on the future of sports and the history of games

Moore is developing a technology that will combine video game and sports technology. It will be used for performance analytics and during sports broadcasts. Moore's daughters work at EA on in-game advertising. The technology is there and the pipes are there with 5G and 6G in the future. The UFC demo is the most impressive, but it's also arguably the simplest. Rugby World Cup matches are a different matter. Liverpool taught Moore how much the sporting world could learn from games. He believes it is important to engage with a global audience. iReport.com: What do you think about in game advertising in sports?