Video game publisher Electronic Arts Inc. has named Peter Moore, the head of its EA Sports label, as chief operating officer effective Aug. 8.

Moore replaces John Schappert, who left the company to join "FarmVille" maker Zynga Inc., the fast-rising online game company that's starting to encroach on traditional video game publishers. Aiming to stay competitive in the age of Facebook and mobile games, EA recently bought PopCap Games, the company behind "Bejeweled" and "Plants vs. Zombies."

EA said in a regulatory filing Thursday that it is also reshuffling the label structure it established in 2007. Frank Gibeau, President of EA Games, will become president of the EA Labels, which will comprise EA Games, EA Sports, Bioware and EA Play.