New Liverpool chief exec Peter Moore has been infamously portrayed in South Park, it has been revealed.
The Liverpool-born 62-year-old became one of the biggest movers in the multi-billion dollar video gaming industry.
The Liverpool Echo reports the EA Sports Chief Competition officer was satirised in a 2011 episode as a Scotch swilling, cigar puffing video gaming guru, after Cartman dreamed up an internet video sensation called "Crack Baby Basketball."
When the characters tell "Mr Peters" that they are going to use the money from the game to help crack babies, he delivers the memorable line: "Oh well ... f*** em! And f*** you too! I p*** in your faces. Now let's part with that ol' EA Sports saying: Get the f*** outta my building!"
The real Peter Moore clearly has a sense of humour. He referenced the episode during an Xbox E3 conference shortly after, saying: "Before I go I'd like to leave you with that good ol' EA Sport saying. Get the ... No I can't do that.
"It's in the game!"