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  • if you're familiar with this.

  • This is the Dubliners, the Pogues.

  • And it's a little bit of a verse that I think probably embodies my life.

  • I have been incredibly fortunate of God, a career that has Rich and I'm gonna take you through a little bit of a whistle Stop tour that rich experiences.

  • I've also been very lucky.

  • You make the right decisions at the right times in the right situations when roles are offered you and in particular if you're working around the world, is I've done to relocate to a typical difficult place or a challenging place to move into a different industry altogether, which I was able to do.

  • But throughout all of that I had one secret weapon, one superhero strength.

  • I was born in Liverpool night, so I was actually born in a workhouse in Toxteth, which actually was Sefton General Hospital.

  • Those of us certain generation were also born there.

  • I have to report Now it's the ASDA on Smith down road.

  • But you know life goes around circle of life.

  • Um this is my dad on Dad is very important in this story.

  • My dad was a docker World War two Royal Artillery on the Bofors guns in London.

  • Anti aircraft came back to Liverpool like so many of his generation did.

  • Started off work in a pub, got his own pub, the drag Nam's That's top right there.

  • Um, on one of the first lessons I learned, if you look at that photograph very, very carefully, on the right side is a barrel girl on the barrel girls and you've got to be a solders me with the women who were working so hard.

  • Post World War Two in this city on my first lesson about Liverpudlian nous, if you will, was absolute sheer hard work to get through the challenges that this city had and still has a times with that focus that a Liverpudlian does on sheer hard work and what a barrel girl do.

  • We would go to great Homer Street market, load up in fruit and veg and push those Barrows down the streets of Liverpool, Scotland Road and Great Homer Street in particular.

  • Let him write the interesting thing Lane Bent Gay Cavalier, A gay house for gay people.

  • All very different at that time in the sixties is the pub we got on speak road and those of you that go to the airport.

  • If you look to the left and I annoying my wife every time we go to the airport, it's still there, except it's a budget.

  • Tire Depot is This is anybody you know where I mean right opposite the old Brian May's match factory.

  • But my dad plays an important role in my life from something that he did whilst we were living in the Gay Cavalier.

  • My brother, who is here, were 13 months apart.

  • My dad had one ticket to a football match.

  • It was November 1959 on Liverpool were playing the mighty Leyton Orient.

  • Liverpool was in division two and my dad said to my brother, Andy and I said, one ticket, one of you can have a ticket and come to the game with me.

  • The other can have half a crown.

  • A toll.

  • Damn it all.

  • We are Andy being Andy.

  • I'll take the half a crown.

  • But I went to the game and this started a love affair with a football club that's given me so much.

  • And you know what a privilege for me to be on this stage in advance of a game this afternoon to be able to talk to you.

  • Um, there's my granddad HNS Tarragon that's Will will want a classic Scouse story.

  • World War One Royal Navy Camel leads in between the wars World War two, Royal Navy Torpedo.

  • Twice in the same day.

  • There's Mom and Dad, I think that's artist Pool Beach.

  • So we've got this sensibility of being Liverpudlian.

  • We have this sensibility of being Liverpudlian.

  • The gives an unfair advantage the sense of service where you're sitting right now, if you're not from around here, this stretch of water front was the most heavily bombed one mile stretch in the United Kingdom during World War Two outside of London.

  • Why?

  • Because this is where the ships were built.

  • This was the starting point for what the Battle of Atlantic would be if you haven't been to the Western Approaches Museum here in Liverpool, go there because this is where World War Two on the Atlantic was one on.

  • So from that element, that classic family linkage came through with my mom's level of service is, well, a nurse at one of the great institutions in this country.

  • All the Hay hospital serves 275 to this day.

  • 275,000 Children in the United Kingdom.

  • So data Dhaka became a public and mom a nurse that served 1948 to 1952 in all the hay naked pictures to me.

  • So on the left I'm naked on the right I have moved on from just having no pants on So I'm not.

  • This is I think it in our home and in her slim road It moved around very quickly But but again on a magnificent head of hair That's me Top right this is We had moved that outside of Liverpool Thio get a pub between Wrexham and Chester where my family who are here with me today still live a little village calm our food on this began my my love affair with football which which informs so much of my life I'm top right magnificent bonnet going on there.

  • Um but I wanted to be a p e teacher because the man bottom left there.

  • Oh, I'm Edwards.

  • I idolized.

  • I wanted to be what he Waas He was had integrity.

  • He had authority.

  • He had was caring.

  • He had sensibility on.

  • I went to be a physical education teacher, went to university and tour for five years.

  • Inclined, offline.

  • But you're in that period of time.

  • I had experienced America.

  • I've gone over and and coached in Ohio on Really got that little burg of what I wanted to do in my career.

  • Packed up teaching, went move with with my girlfriend, who then became my wife on, spent a tremendous amount of time trying to figure out what I wanted to do.

  • The bonnet has started to fade there.

  • I'm in the middle with the red tracksuit on, but this is me in Long Beach on that classic immigrant's story of getting their working incredibly hard.

  • But again, that one element what I wanted to do was created Korea creative life.

  • Create a family out there that could take best opportunity on my Liverpool nous.

  • My scouts nous was kind of that super weapon that I had that Americans didn't have on dhe.

  • I moved on into a proper Korea selling shoes work for a company called Patrick French Soccer Shoe Company for 11 years, and I remember during this period 1983 um, difficult time and I thought, What do I have?

  • One of my attributes is a human being, because otherwise I'm gonna have to end up going back to the UK Well, I was a p teaches.

  • So eight times a day, I convinced 35 boys to do something they didn't want to do.

  • Get out in those North Wales hills in the snow and play rugby secondarily, My dad have me work behind the bar at 11 years of age, completely illegal.

  • But 11 years of age, I got confident of to deal with adults and to make change and to pull a pint there, all the regulars.

  • So it really wasn't a challenging, but I got that confidence.

  • And then thirdly, I'm a scout, sir.

  • I could talk.

  • I could convince people I could sell.

  • I had that sense of self confidence.

  • That self belief that we all have is liverpudlian.

  • Some of it a little stretch.

  • This is what we should be.

  • But we have that element of we believe who we are.

  • And when you're selling something, you better believe who you are and in your product.

  • So I'm gonna share what I thought was my proudest moment.

  • I came back to Liverpool in August of 1996 on Dhe.

  • This happened.

  • I'm gonna apologize in advance of my hair, for my beard, for my tie on for my suit.

  • It's a very proud moment for all of us back in the U.

  • S.

  • To be able to publicly announce our partnership with what has been and continues to be, without doubt, one of the finest clubs and will football today on a personal note was a born and bred Liverpudlian.

  • This is a particularly proud moment, but more importantly, I know this is the biggest, most prestigious coop for Reeboks global football division to date.

  • As a company, Reebok is strongly committed to revolutionizing sports, threw explosive creativity and innovation.

  • I think both of these qualities of more than evidence with the Liverpool football team that we currently see today.

  • So this is we started four years ago.

  • It was our intention fate.

  • This is me coming back to Liverpool as head of global sports marketing for Reebok and doing the deal that allowed us to be able.

  • That's it.

  • Reebok to be able to associate ourselves with the greatest football club in the world as far as I once said, What a proud moment for me coming back as a Liverpudlian as well.

  • And I thought this would be the proudest moment of my life until what's happened more recently.

  • Um, and then at 45 years of age, as you do decided I wanted a completely different Korea move back to the West Coast.

  • Take my liver full nurse, take my, you know, probably self confident more than I should be.

  • But my gift of the gap on get into video games I became president Sega Sonic the Hedgehog you're familiar with but started to adopt that front man for hardware in a very different and unique way.

  • Yes, it took its toll on me, as you can see that the movie houses the debt in which I appeared a zombie.

  • But one of the fun things that you're able to do in video games and my job was to be the frontman was to bring things to life on whether I'm arguing with special one or I'm bantering with bex or I'm working with huge men in the National Football League with Madden NFL license.

  • When I was Elektronik Arts, it was all a very important part of how we in video games, how we and hardware, technology, software and service is brought it all to life.

  • Um, I was able to hang out with Drake and and do Snapchat with D J.

  • Callate on These are the moments that allowed me a CZ, this lad from Liverpool to get back to to, you know, the community that was video games at through my unique personality and doing things in a very different way.

  • I worked for Bill Gates around the Xbox business on my job was to be not a Microsoft employees, even though I was a Microsoft employees.

  • Why?

  • Because Bill believed it needed somebody that ex explain the technology.

  • And my job is to launch the Xbox 360 on again, pulling from my Liverpool nous, pulling from my scouts, nous pulling from the self belief in who I am on what my product is pulling in the lessons that my granddad, my grandfather on my grandma and my dad and my mom taught me about hard work, ethics, morals, integrity, self belief, all of that which is intrinsic in all of us.

  • As Liverpudlians, I met some interesting people, a TTE FIFA who are no longer at FIFA.

  • But I did get to hold the World Cup on one of the best times I had was being at the helm of the world's biggest annual video game license mostly referred off FIFA on DDE in my role as president of the A sports on DME or recently as chief operating officer of the A.

  • It was phenomenal watching that digital transformation of how games were turning from games on disks.

  • Tow absolute service is, I am.

  • I was on South Park.

  • Now this.

  • If you haven't seen him at it's the interestingly named Crack Baby Basketball Association on.

  • The basic theory is, if you've watched South Park, you realize that this is the way things go in these episodes.

  • Babies born cocaine got a lot of energy.

  • Therefore, they can play basketball quickly, so they needed a video game license.

  • I'm Mr Peters.

  • Apparently.

  • I assume their lawyers decided that that was probably the safest way to do it.

  • It was fun for me.

  • It was one of those moments, and unfortunately, in all of the things I've done through industry and 40 odd years, people will come up to me, says you're the guy from South Park, right?

  • That's really fun.

  • But it's not what I want to be remembered by.

  • I want to remember by the great times I had just wonderful times off bringing an industry from physical media into digital, on being able to bring joy to what is now billions of people who would play video games.

  • I'm being that guy.

  • That could be the frontman for it.

  • I've been so lucky to certainly a D.

  • A, where I learned so much as a Silicon Valley executive about how we could enhance people's lives, take games from boys in their bedrooms to make them full service is and been in an awesome, awesome, awesome experience for May.

  • But when I think about it and was able to be in the position, put Jordan Henderson on the cover of fee for four years ago, which is one of those things.

  • I looked back out, smiling at the time, got all kinds of abuse at the time.

  • That is, until Jordan lifted the European Cup in Madrid and June the first having beaten messy along the way.

  • Onda vindication for May.

  • Like any good scouts, sir, I'm a hype man.

  • Um, my job was to build games.

  • You can see me there with tattoos that will launch dates of games.

  • That again, Bill, Who's Bill and I on stage?

  • They're encouraged us to bring the humanity, bring my personality toe life to be the personality, if you will, of the hardware rock band on the bottom there, which I infamously somehow managed to pause on live television because I wasn't very good at playing that guitar is these moments that show you the humanity of what you're able to bring to a piece of hardware?

  • Software and service is in the days of interactive entertainment.

  • But I came back to this magnificent jewel on the mosey on.

  • This is a photograph I took on my phone just three weeks ago.

  • I live on the world on going over and just caught.

  • My breath is one of those beautiful afternoons where the sun was just coming down on Dhe.

  • The three graces on this building on the MNS Bank arena next to it, and Man Island A were glistening and just pulled over, took the picture.

  • You can see the cathedrals, and this is the circle of life that I wish so many people were able to experience like I have done, which is the ability to give back and come back after 55 years away on, after 40 years away from the United Kingdom, on dhe, to have experiences like this, which, um, if you just said to me I'd be holding the Champions League trophy with Virgil Van Dyke or, more recently, the Supercup in Istanbul with Adrianna standing gold beekeeper who the week before didn't even have a football team.

  • These are all incredible moments.

  • I went on the parade, 750,000 people.

  • I'm I took my dad with me so he could be there as we were coming through some of the more challenging neighbourhoods in Liverpool.

  • But my dad was with me because he had started all of this.