"In the next five years, we're all going to have to deal with this. In China, they're giving games away for free," he told Fortune. "People who benefit from the current model will need to embrace a new revenue model, or wait for others to disrupt."
Riccitiello went on to say he expects EA will experiment with different pricing models for digitally distributed titles fairly soon. Elsewhere in the post he defended video games from detractors who cite them as overly violent, saying they are unfairly judged.