EA Games President Frank Gibeau believes EA will eventually become a 100 per cent digital company in the near future.
"We have a clear line of sight on it and we're excited about it," said Gibeau. "Retail is a great channel for us. We have great relationships with our partners there. At the same time, the ultimate relationship is the connection that we have with the gamer."
"If the gamer wants to get the game through a digital download and that's the best way for them to get it, that's what we're going to do."
Gibeau also believes it will benefit the company much more financially and at a service level. "It has a lot of enhancements for our business. It allows us to keep more that we make. It allows us to do some really interesting things from a service level standpoint; we can be a lot more personalized with what we're doing."
However, Gibeau does say that it is ultimately up to the consumers to determine when the inevitable switch to digital will occur.
"But if customers want to buy a game at retail, they can do that too. We'll continue to deliver games in whatever media formats make sense and as one ebbs and one starts to flow, we'll go in that direction."
"For us, the fastest growing segment of our business is clearly digital and clearly digital services and ultimately Electronic Arts, at some point in the future... we're going to be a 100 percent digital company, period. It's going to be there some day. It's inevitable."
By Nathan Misa- Writer Bio