EA Boss: “We’re Going to Be a 100% Digital Company, Period”
EA hasn’t been in the digital distribution game for very long, yet the company is already seeing incredible success in the sector, with over one billion dollars in digital revenues after its first year, and $2 billion on the horizon. For EA Labels boss Frank Gibeau, these figures are difficult to ignore, and he predicts that soon enough, EA will be a completely digital company.
When will all of EA’s sales be coming from digital products, then? Speaking with GamesIndustry International, Gibeau said:
“It’s in the near future. It’s coming. We have a clear line of sight on it and we’re excited about it. 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. 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.”
Does this mean EA is ready to abandon its retail partners? Gibeau continued:
“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 – much like your question about streaming and cloud – we’re going to be a 100% digital company, period. It’s going to be there some day. It’s inevitable.”
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