Selling games for $60 is an exploitative business model, according to the man in charge of EA's free-to-play business.
Speaking in an interview with Rock Paper Shotgun, Ben Cousins, general manager of EA-owned Easy Studios, explained that allowing consumers free access to a game before asking them to open their wallets was a much more sensible approach.
"I can't think of anything more exploitative than gating all of your content behind having to pay someone $60. That's a really harsh business model if you think about it objectively," he said.
"What we do is enable everyone to play the game, and figure out if they like it. If they don't like it they can walk away and they don't lose anything."
He went on to argue that the future of gaming is "platform agnostic" and will centre around "free games with deep multiplayer experiences".
Easy Studios next title, online shooter Battlefield Play4Free, goes into open beta on 4th April.