In an earnings call following some nasty second quarter financials yesterday, EA boss John Riccitiello said the firm is to spend $150 million on digital distribution models in the current financial year.
"In the future we see slower growth in the basic packaged goods business, and higher margins, greater growth and reduced cyclicality with these new direct-to-consumer businesses," he said.
Are you listening, Mr High Street Buyer?
COO John Pleasants said EA is on track to generate $185 million in online revenue this fiscal year.
Riccitiello added that Burnout Paradise, the company's first full-scale console digital download, had achieved sales of 20,000 in its first three weeks at market.