Peter Moore: "Play to Win" – Xbox, EA Sports and Liverpool FC. A New Chapter for Wisła Kraków

On September 13, 2025, we invite you to the Auditorium Maximum of the Jagiellonian University in Krakow for an exclusive "fireside chat" with Peter Moore—former CEO of Liverpool FC during its greatest successes (Champions League 2019, Premier League 2020), and long-time leader of EA SPORTS, Microsoft Xbox, Sega, Reebok, and Unity Technologies. A few weeks ago, Peter Moore took on a new role as a management advisor and minority shareholder of TS Wisła Kraków SA, owning a 5% stake in the club.

Who is Peter Moore? "From the streets of post-war Liverpool to the boardrooms of the world's biggest brands, Peter Moore has been at the forefront of sneaker wars, console wars, and global rivalries between football's biggest clubs as the leader of one of them.

This is the story of a pub owner's son who began his career as a PE teacher in North Wales before taking the risk of immigrating to the United States in search of better opportunities. It's a story of what's possible when determination meets a relentless "I can do it" attitude.

Moore reflects on a career that has seen him hold key positions at companies such as Patrick Sports Shoes, Reebok, Sega, Xbox, EA, and Liverpool FC. Along the way, he gathered not only valuable experience but also life lessons learned from working with ambitious brands and encountering the realities of new industries.

From selling shoes out of the trunk of a Toyota Camry, he rose to the top – becoming CEO of Liverpool FC, as the club triumphed around the world. With directness, honesty, and reflection, he also shares personal aspects of his life, recounting the difficult moments, mishaps, and fortunes that accompanied him on his journey to the top.

At the age of 44, after switching to a completely new industry: video games, he spent the next two decades becoming one of the most recognizable figures in an industry now worth over $200 billion. In the third act of his career, he returned to the city of his birth to become CEO of Liverpool—the club he fell in love with as a young boy in 1959.

Along the way, Moore shows how he grew as both a person and a leader—while maintaining the spirit he described in his TED Talk as "The Power of Scouseness" and facing his own doubts. Today, he boasts a legacy of leadership, courage, and success in some of the world's most competitive industries.

(excerpt from the book "Game Changer: Playing to Win at Xbox, EA Sports and Liverpool FC")

Why is it worth attending this event?

A meeting aimed at fans, business leaders, scientists, investors, as well as the startup and technology community:

Get unique insights from someone who has achieved breakthrough results across a wide range of industries:

• Liverpool FC (2017–2020) – As CEO, he led the club to record revenues of over £500 million annually by implementing technology-driven strategies: CRM, omnichannel, and data-driven sponsorship. He built global relationships with fans, presenting the strategy globally in line with the "local heart, global pulse" philosophy;
• EA Sports (2007–2011) – as president, he managed brands such as FIFA, Madden NFL, NHL, implemented the Ignite engine (AI, stadium realism), founded the e-sports division, shaping this market from scratch;
• COO EA – led the company through one of the greatest strategic pivots in the history of the industry: from boxed products to live services and cloud gaming, focusing on transparency, patience and responsibility;
• Microsoft Xbox – as VP, he implemented hardware innovations and developed the casual gaming market, expanding the brand on a global scale;
• Unity Technologies – As SVP of Sports and Entertainment, he launched Unity Metacast, a 3D platform with AI and metaverse technology, offering a new way to watch sports, analytics, and monetization.

• he was able to lead companies through revolutionary changes, combining transparency and resilience with long-term thinking;
• He built high-performing teams by connecting people with a vision, clearly defining responsibilities, and demonstrating emotional intelligence.

• For leaders and investors – practical lessons on scalable business models, loyalty, and patient capital that can be transferred to any industry.
• For startups and tech – discover how sports, AI, and gaming are creating new ecosystems, communities, and monetization models.
• For every manager – get inspired to rebuild your brand through a coherent strategy, data, and the power of your team.

• 60 minutes: a conversation with Peter Moore, moderated by Jarosław Królewski – about his life, successes and failures, and the vision of Wisła Kraków's digital transformation, the future of the brand and a return to the football elite.
• 60 minutes: interactive Q&A session with the audience (with PL-EN translation) – questions about sports, business, technology and life path.

• Wisła Kraków fans, ready for a new stage in the club's history.
• Managers, investors and entrepreneurs looking for top-shelf inspiration.
• Specialists in gaming and new technologies, interesting synergies with sports.
• Everyone who is fascinated by the new chapter in Krakow sport.

All ticket proceeds will be donated to the Open Arm of the White Star Foundation, which:

• supports people with disabilities in accessing sports and stadiums;
• activates and socially integrates the inhabitants of Małopolska;
• organizes recreational, tourist and cultural activities for its residents.

Why is it worth being part of this event?

• For fans: this is a historic moment – ​​a global football figure is advising our club.
• For leaders and investors: access to the strategies that shaped markets – with concrete lessons to apply.
• For the tech and gaming industries: a demonstration of the possibilities offered by the combination of sport and digital transformation.

Date: September 13, 2025

Time: 11:00

Location: Auditorium Maximum of the Jagiellonian University, ul. Krupnicza 33, 31-123 Krakow

Space is limited. Register now! REGISTRATION LINK