"Inevitable" that EA become an "100% digital company", says Gibeau

Senior EA executive Frank Gibeau has predicted an all-digital future for one of the world's largest publishers.

"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% digital company, period. It's going to be there some day. It's inevitable," the EA Labels boss told GamesIndustry.

Gibeau doesn't expect we'll have to wait long for this glorious digital utopia, either.

"It's in the near future. It's coming. We have a clear line of sight on it and we're excited about it," he said.

"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."

Despite enthusing on the many benefits of digital distribution, the executive noted that retail is still very rewarding and that he doesn't expect it to vanish completely if gamers aren't yet keen.

"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," he said.