Electronic Arts has announced that Microsoft’s Xbox/Games for Windows corporate VP Peter Moore has left the company and will be joining EA as its president of the EA Sports label in September.

In his new role, Moore will be reporting directly to EA CEO John Riccitiello as the head of the Sports wing in EA’s new four-fold "Label" structure it announced in June.

Prior to his role at Microsoft, which he joined in 2003 as Xbox and Games marketing head, Moore was president and COO of Sega of America. He also has served as senior VP of marketing for Reebok and president of the US wing of French sportswear company Patrick.

Said Riccitiello of the appointment, “Peter Moore’s proven record of leadership in games and sports makes him a terrific fit for heading up EA Sports. As a partner at Microsoft and earlier, as a competitor, we’ve learned to respect his vision and leadership.”

Moore added, “The people at EA Sports have created one of the strongest brands in the entertainment industry and John Riccitiello is building an organization which will extend the company’s leadership to new platforms and new audiences all over the world. I couldn’t be more excited about joining EA and moving my family back to the San Francisco Bay Area.”

Taking Moore’s place will be former EA president Don Mattrick, who will be named the division senior VP on July 30th. Mattrick held various senior positions within EA until his resignation as president of Worldwide Studios. Mattrick later became a Microsoft division advisor.

Said Entertainment and Devices Division president Robbie Bach, “While Peter will certainly be missed, we are delighted to have one of the industry’s most talented and passionate veterans on board to lead the business. Don is well-known and respected throughout the industry for his deep knowledge, technical expertise and management savvy. Under Don’s leadership, the games team is looking forward to embarking on our biggest holiday ever, with a wide-ranging roster of some of the most highly anticipated titles.”