Consumer demand has led to EA's decision to put microtransactions into ALL of its games, the publisher says.
Furthermore, the publisher has decided to bring its microtransactions in house, having previously outsourced the work to third parties.
"We're building into all of our games the ability to pay for things along the way," EA CFO Blake Jorgensen told an audience at the Morgan Stanley Technology Media & Telecom Conference.
"Consumers are enjoying and embracing that way of the business. We've got to have a very strong back-end to make sure that we can operate a business like that.
"If you're doing microtransactions and you're processing credit cards for every one of those microtransactions, you'll get eaten alive. The team has built an amazing back-end to be able to manage that and manage it much more profitably."
The comments may on the one hand appear quite absurd. The emphasis on microtransactions in titles such as Dead Space 3 and FIFA 13 has irked the online gaming community and is viewed as little more than a way for publishers to increase the price tag of most new releases beyond the already steep upfront costs.
On the other hand, EA would only take this decision if it was seeing good returns. Another case of online outcries not mirroring real-world gaming habits?