Forget actual sport, Electronic Arts 'EA Sports' label is going to be "the world's leading sport entertainment brand". This is according to EA Sports itself, via its ever voluble head, former Microsoft man, Peter Moore.

Speaking in Edinburgh today, Moore stated, "Can we compete with Nike, Adidas, Sky Sports and Fox? Absolutely. Not only will we be the world’s leading sport entertainment brand, we’ll provide personal access to the emotion of sports. That really differentiates us.

We deliver that emotion, from the start of the game all the way through broadcast technology, crowd reaction, AI and more. Everything we do is built to deliver the emotion of sports. We believe no other sports brand can do that. ‘In the game’ is more than a tag line to our developers - it’s their mantra."

A big claim, but you'd expect not less from Peter Moore and EA. That said, "Sports Entertainment brand"... what else is sport?