From dusty cartridges that need a good puff of air before being shoved into a console to electronically downloading the newest expansion pack, the gaming industry has grown with the times, and so has Electronic Arts.
The game publisher recently celebrated its first year of more than $1 billion in digital revenues, and expects that number to continue to grow, according to EA.
"Our transition to digital is already very much underway," EA spokesman John Reseburg said in an email.
This year, more than 40 percent of the company's revenue will come from digital games and online consumer services, he said, adding that EA is now part of an "elite group" generating money purely in digital entertainment revenue.
In a recent interview with GamesIndustry International, EA President Frank Gibeau said that the company doesn't have a long trip to earning revenues based fully on digital sales.
While EA didn't provide a specific timeline for future sales decisions, Reseburg said that "not far in the future" the company will reach a point where more than half of its total revenue is based on digital sales.
"And further down the line, as Frank states, we will be 100 [percent] digital," he said.
The company pledged to continue to focus on the people who keep it in business.
"The ultimate relationship is the connection that we have with the gamer," Gibeau told GamesIndustry. "If the gamer wants to get the game through a digital download and that's the best way for them to get it, that's what we're going to do."
Digital sales come with some perks, too, including more money in EA's pocket, as well as the ability to personalize what the company creates for customers.
EA's strategy centers on a combination of brands that appeal across platforms, "and only a combination that EA can deliver," Reseburg said. Some game industry competitors, which the spokesman did not specifically name, may be strong in one genre or medium, but none have worked to connect consumers and deliver experiences across various devices, he said.
The company has turned its focus to bringing blockbuster brands like FIFA, Battlefield, SimCity, and Plants vs. Zombies to more relevant digital channels. Reseburg teased more from the FIFA brand in coming months.