Digital allows all titles to "get their place in the sun," says Rubin

THQ EVP Jason Rubin believes the industry will eventually move away from retail, as the digital space is more of a level playing field than boxed goods.

Speaking with Game Informer, Rubin said with digital, all titles "get their place in the sun," equally.

"In general, how do you succeed with games that aren't Call of Duty, Grand Theft Auto, and Assassin's Creed? The way the industry has been set up with all titles selling for roughly the same price at retail next to each other, is that there's been a race to make the biggest, baddest-ass game," he said.

"If you walk into a store as a gamer and see a massive $120 million dollar game next to a $30 million dollar game, and a $80 million marketing budget backing that $120 million game up, it's likely you’re going to pull that one off the shelf.

"As time progresses, the entire industry will move closer to what we see in the PC model emerging now, which is a lot of different-sized games and different types of games that all get a place in the sun because you can buy things that aren’t $60 boxed goods.

"I think it’s good for the industry and it’s good for gamers, too. I don’t think gamers realize how good opening up the rules so that game developers can distribute and price as they want and do whatever they want is, because at the end of the day, the gamer will determine what succeeds and fails because they’re the one with the dollars in the pocket."

Rubin took over as EVP of Core Games at the end of May when it was announced Danny Bilson would be leaving the firm to pursue other interests.