An article on GameSpy by Chris Morris looks at the landscape of virtual goods sales within games, analyzing sales figures on various platforms and projecting what this means for the future. One of the sources cited is Frank Gibeau, president of EA Labels, who talks of how he sees the trend of free-to-play PC games continuing to grow. "If you look at the way people play in Asia, PC is the model," said Gibeau. "I think that the free-to-play model is coming to the West in a big way." So big, in fact, that he also made the following statement:

"PC retail may be a big problem, but PC downloads are awesome," said Gibeau. "The margins are much better and we don't have any rules in terms of first-party approvals. From our perspective, it's an extremely healthy platform. ... It's totally conceivable that it will become our biggest platform."