EA's Criterion studio is helping kickstart a new digital download strategy for the publisher when it begins selling Burnout Paradise via PlayStation Network later this year.
The move makes EA the first third-party publisher/developer to start selling games that were just months previously retail-only boxed next-gen console games via a format-holder's digital download platform.
Previously, this space on either Xbox Live or PSN was reserved for new smaller titles, or episodic releases (the closest the PlayStation Network has come to this so far is selling full PSP games that were previously for sale at retail).
Criterion's updated PS3 version of Paradise will feature the upcoming motorcycle vehicle pack and trophy support.
Since the game's release, the studio has been working on free updates that add new content to the game - EA said that this and the new digital download version of the game 'heralds the direct to consumer revolution'.
Fiona Sperry, studio manager for Criterion Games, explained: "Our mission at Criterion is to provide the most entertaining gaming service possible. In order to do that, it's key that we have the ability to deliver content to players in ways that work for them - through quick and easy download or via traditional bricks and mortar.
"For us, the fun is in playing the game with friends and constantly discovering new surprises in the world. Download packs with meaningful new gameplay are the perfect way for us to keep entertaining fans and keep them playing, even months after launch."