EA President Frank Gibeau has said that EA's progression to a '100% digital' company is no longer a case of 'if', but 'when'.
"We have a clear line of sight on it and we're excited about it," he said whilst talking to Gamespot. "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," added Gibeau.
It is down to you, the gamer ultimately as to how games are produced, "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," said Gibeau.
"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," he went on to predict.
Everyone knows that the future of gaming is no longer Discs and Cases, but instead hard-drives and gigabytes. When do you think the switch will take place?