EA likes 'us' liking 'it' so much that they're building it "into all" their titles moving forward - that is; the "ability to pay for things along the way," like guns, trucks and fancy cosmetic moustaches.
Getting ahead in games by flashing some real-world cash is all the rage with impatient gamers who want everything now, now, now! What has mobile gaming created?!
"The next and much bigger piece is microtransactions within games," EA's Blake J. Jorgensen said at the Morgan Stanley Technology, Media & Telecom Conference, trasnscribed by .
"And so to the extent that, as Rajat said, we're building into all of our games the ability to pay for things along the way, either to get to a higher level to buy a new character, to buy a truck, a gun, whatever it might be, and consumers are enjoying and embracing that way of the business," he continued.
"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."
"And so Rajat's team has built an amazing back-end to be able to manage that and manage it much more profitably. We've outsourced a lot of that stuff, historically. We're bringing that all in-house now."
Sounds like they're really serious about sprinkling more - much more - microtransactions into our gaming diet. The most recent title that seems out of place with these microtransactions is Dead Space 3 which lets you acquire more resources if you break out the credit or debit card, although you could spend in-game currency.