EA needs two more years to add significant customer value to its digital storefront Origin, claims COO Peter Moore.
Speaking to Kotaku, he said that the platform had overcome its early teething problems and users had begun to warm to using Origin.
"It's one of those things where I would ask give us 18 months to two years,” said Moore.
“And if we sit here two years from now, start looking at it then. I think the ability to have your own direct platform with the consumer is going to be very important in the digital world going forward."
He said that the publisher needed to add new features to the storefront to create more value to the customer to get them to see Origin as a platform that is central to gaming, rather than what may be considered as a form of DRM.
"We need to continue to add social layers so there is value to the consumer," he said.
"So it doesn't feel like, in their words, 'something that is mandatory that I don't want.’”
“It got off to a rocky start for all the wrong reasons which were mostly inaccurate: accusations of Spyware, The EULA, we were clearly focused on by some folks who said, 'We don't like this. How can we start picking things apart?'"
Moore also said that EA was open to selling Valve games through Origin if they were interested, but did not say whether or not EA games would return to competitor Steam in future.
Origin currently has more than nine million users, making it 25 per cent the size of Steam.
EA revealed earlier this month that it had generated $100 million from the digital distribution platform since its launch in June last year.