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Playfish co-founder leaves EA to return to the world of start-ups

Playfish co-founder Kristian Segerstrale is leaving EA to return to the world of start-up development, it was revealed in an internal memo from CEO John Riccitiello that later was released to the public.

Following Segerstrale's departure, EA COO Peter Moore will take on his responsibilities and will lead the digital publishing, marketing and Origin groups that make up EA Digital.

"With the move of the EA Digital teams under Peter's direction, he will now have responsibility for all of EA's revenues globally: packaged goods and digital," writes Riccitiello. "Aligning the EA Digital groups in Peter's organization, which already includes Global Publishing, EA Global Media Solutions, Worldwide Customer Experience and Mobile and Social Publishing, gives us greater focus on how we can use digital tools to accelerate revenue growth and improve the customer journey across all of our business."

Segerstrale joined EA following the company's $400 million acquisition of the social games studio he founded alongside high school friend Sebastien de halleux. Halleux and co-founder Sami Lababidi left the company in early 2011; however, Segerstrale continued to work under the EA's wing to help in its move into free-to-play business models.