EA has shifted its focus to digital, that's pretty clear from its acquisition of studios like Popcap and Firemint, in addition to its movements into Facebook gaming. But now Peter Moore, EA's COO, has said that he believes that digital sales will overtake retail, and that transition is "not far away".
But how far away? Clearly as some point in the future it would be reasonable to expect digital to overtake retail, but when specifically?
"There will come a point, whether it is two or three years from now, when we say. 'We are doing more in digital media now than we are in physical media,' and it's clearly... not far away," said Moore.
EA's investment in online is an attempt to future proof the company, and move away from dependence on big budget 'AAA' titles, but investor response to the move has been muted, with EA's share price dropping dramatically over the last year.
According to Moore, investors are starting to turn in favour of EA's long term plans.
"Investors are starting to understand our strategy," he said, "are starting to see light at the end of tunnel, starting to see growth rates in the areas we have invested in and in the industry as a whole starting to attract attention again."