Games industry veteran Peter Moore does not view FIFA Ultimate Team card packs as gambling. Moore served as president of EA Sports when the mode was introduced in 2008's FIFA 09. He later rose to other positions at Electronic Arts, before leaving to become CEO of Liverpool FC. Speaking to GamesIndustry.biz about his recent appointment as a director of mobile sports games publisher Nifty Games, we asked for his thoughts on the ongoing criticism against loot boxes and randomised monetisation mechanics, a debate in which Ultimate Team has been used as a prominent example. Peter Moore, Nifty Games Moore pointed to the history of sports enthusiasm, saying the concept of Ultimate Team "goes all the way back to collecting cigarette cards in the 1920s and '30s" as well as the UK's Lucky Bags -- packs of randomised sweets, toys and activities -- of his own childhood. The experience of opening something and not knowing what will be inside is appealing to many, hence the popularity of Ultimate Team unboxing videos.