EA: We’re Going to Be a 100% Digital Company

While digital distribution is becoming more and more viable as a game platform, could it be replacing physical games completely soon?

That seems to be the sentiment shared by EA Games Label president Frank Gibeau. In an interview with GamesIndustry, Gibeau had this to say.

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.

Of course, that doesn’t mean EA is abandoning the physical retail stores, too. He also adds that he sees EA going digital 100 percent in the future.

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.

Do you agree with Gibeau’s sentiments or are we far off from this happening?