Shane Kim's said that Xbox Live won't be offering full games via Xbox Live simultaneously to their retail release any time soon.
"When it comes to us saying we want Games on Demand to enable day-and-date release of new titles, then there's certainly a lot of work we would need to go through," the exec told Fast Company.
"We're not anywhere close to that world today. We have great relationships with the retail channel -- they're important partners. We sell a lot of hardware and software through retail channels.
"We have to be smart about how we approach this business."
Full games are about to be offered for download through Live as part of 360's summer dashboard update.
The roster seen so far consists of historic games, such as Mass Effect.
There's a full interview through there.