Peter Moore now COO at EA, more execs change jobs

In a year where EA has seen its business model shifting away from the physical to a greater reliance on digital dollars, some similarly massive changes are shaking up the company rolodex. As detailed by CEO John Riccitiello today:

• Peter Moore is now the Chief Operating Officer of the company, a role vacated by John Schappert in April

• Current EA Games label boss Frank Gibeau will serve as President of all the EA labels

• Bioware will become the fourth EA label, joining EA Games (DICE, Visceral, Criterion, EA Partners, etc.), EA Sports (Madden, FIFA, Fight Night) and EA Play (Maxis, The Sims, MySims)

• Barry Cottle moves from executive VP to of EA Interactive to heading the division, which now includes Playfish, Pogo, EA Mobile, EA's partnership with Hasbro, Asian mobile and online games and PopCap

It's a big move, but it leaves plenty of unanswered questions for now. For starters, we're not sure who'll take over for pitchman Peter Moore at EA Sports. We're also curious if the BioWare label is a branding augmentation only, or something more substantive.