Brick-and-mortar video game retail stores won't exist in ten years, according to EA Games executive vice president, Patrick Soderlund.
According to Mr Soderlund, the momentum of digital distribution will continue, and this will hurt businesses that rely on the sales of packaged goods.
"We know that packaged goods work today, and the majority of our current revenue comes from that," he said.
While that's "still a viable business model", more people will "gravitate to downloaded content", according to the EA executive.
"I think it's going to be sooner than people think," he said when asked how long the video game retail market had. "I think it's going to be sooner than ten years."
It's important to note, as Mr Soderlund emphasised, that his thoughts are not necessarily inline with EA's on brick-and-mortar games retail.
However, he certainly acknowledges the benefit of owning packaged games.
"I happen to think that there's something about physical content, like books, that's collectable and satisfying to own," he said.
But he questions whether young people these days share similar sentiments.
"The distribution method won't change how games are advertised or marketed, just how they are delivered to customers," he explained.
My 96 year-old grandmother plays Cut the Rope and World of Warcraft. Honestly I don't think there's a digital barrier for the causal audience any more," he said.
Do you agree with his projection that games retail won't exist in ten years?
By Gaetano Prestia