EA: “We’re Going to be a 100% Digital Company, Period”

The future is seemingly more and more likely to be a digital one for gaming. Earlier this week Sony announced that they have entered into a purchasing agreement with Gakai, a cloud-gaming service, and there has been much speculation and discussions around gaming going digital since.

EA Label’s president, Frank Gibeau has now come out and told GamesIndustryBiz that it is “inevetable” that EA will be going “100% digital in the near future.”

“It’s in the near future. It’s coming,” explains Gibeau.

“We have a clear line of sight on it and we’re excited about it.”

“We’re going to be a 100% digital company, period. It’s going to be there some day. It’s inevitable”

Gibeau did however explain that retail is a “great channel” for EA, but while EA has great relationships with retail partners, the most important relationship is that 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,” adds Gibeau.

Gibeau also explained that EA isn’t about to abandon retail and its valuable retail partners tomorrow.

“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,” Gibeau continued.

“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.”