Virtual reality faces a number of challenges, but from EA's perspective there's one showstopper.
EA chief financial officer Blake Jorgensen has said the publisher won't commit to VR until the market is big enough.
"There's some challenges still and I think the biggest challenge is just the size of the market," he said at the UBS Global Technology Conference, as reported by GamesIndustry.biz.
"As one of the largest software producers we have all of the manufacturers of equipment coming to us to try to sell us on their equipment and giving us development kits to try to build software for it. So we'll build software for various ones but we'll really wait and see how big the market is going to be."
Jorgensen compared VR to other platforms EA isn't interested in developing for.
"We don't make games anymore for the Wii or the Wii U because the market is not big enough, the PS Vita - the Sony product - we don't make games for that anymore because the market is too small," he said.
But things may change.
"The next one to three years, it's probably going to take some time to build up a sizable market place and you might see alternative uses for virtual reality first before it becomes gaming," Jorgensen added.
"Longer term, five plus years away, I think there's certainly a market there and it will be another exciting way to enjoy gaming."
Five years isn't that long, really. I am fully prepared to be an early adopter.