While Dr. Intat's comments are the clearest indication yet of EA's belief in a future where all videogame content is downloaded rather being sold in physical form, he was guarded in his response to a query about what this meant for traditional retailers.

"Firstly, traditional retailers are also entering the online space," he said. "The Wal-Marts of the world are competing with the Amazons of the world in traditional products - and they will do so in the online space."

"Secondly, there will always be - well, always is a little too far-reaching maybe, but for a very long time there will still be distribution of physical products. We should not underestimate the value of the reach that we do have today with our products - the impulse purchases that people are making, and that there are a huge amount of consumers out there who still want to buy physical products. The gift market also, the parents and grandmothers who still want to purchase presents for kids, and will still continue purchasing products in physical form," he concluded.