Publishing powerhouse Electronic Arts has revealed that their intention is "to be a 100% digital company."
EA Labels president Frank Gibeau spoke to Games Industry: "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."
He then side-stepped using the word ‘but' by saying: "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."
"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 explained.
"Ultimately Electronic Arts, at some point in the future [is] going to be a 100% digital company, period. It's going to be there some day. It's inevitable," he concluded, undoubtedly sending shivers down the spines of retailers the world over.