Electronic Arts is predicting a 100% digital future for the video game industry.
EA's Frank Gibeau said that the company would continue to work with retail partners, but believes a digital future is inevitable.
"We have a clear line of sight on it and we're excited about it," Gibeau told Gamespot.
"Retail is a great channel for us. We have great relationships with our partners there. At the same time, the ultimate relationship is the connection that we have with the gamer.
"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.
"It has a lot of enhancements for our business. It allows us to keep more that we make. It allows us to do some really interesting things from a service level standpoint; we can be a lot more personalized with what we're doing."
The EA Labels president said that customers would drive any shift towards an inevitable digital future.
"For us, the fastest-growing segment of our business is clearly digital and clearly digital services and ultimately Electronic Arts, at some point in the future... we're going to be a 100% digital company, period. It's going to be there some day. It's inevitable."
Electronic Arts currently offers digital downloads through its Origin service, which it describes as a "huge success".
The online platform played host to 12 million downloads and attracted 50 publishing partners over the last 12 months.