Frank Gibeau believes that EA will become a 100 per cent digital company “in the near future.”
With retail sales on the decline and consumers increasingly turning to digital, the EA Labels President believes it is only a matter of time before it is embraced fully.
“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,” he continued. “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.”
Despite all this, however, Gibeau says that ultimately it’s the consumers that dictate exactly when the switch happens.
“But if customers want to buy a game at retail, they can do that too,” he said. “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.”