14 DAY TRIAL // In a reverse of the trend towards more digital distribution, video game publisher Electronic Arts has announced that it is developing a new retail chain that will be dedicated to selling the sports simulations launched by the EA Sports division of the company.
[ADMARk=1]It seems that the first shop in the chain is already being worked on at the Charlotte/Douglas International Airport in North Carolina.
The opening date is set for later this year and at least two other locations for the EA Sports retail chain will be opened during 2012.
The design for the EA Sports shops include kiosks where interested customers can enjoy the demos for the games that are on sale and stands where gamers can pick up an array of merchandise that is linked to the sports simulation sold.
Chris Erb, who is a vice president of brand marketing working at EA Sports, has stated the new stores are designed as “a place people will be able to interact and buy their favorite EA Sports games.”
He added, “As pervasive as digital is, there’s still an offline component to acquiring new customers that remains important. Our approach is to be creative and innovative with whatever we’re doing offline, and ensure that it connects with our digital strategies.”
EA opening a sports-oriented retail channel is a weird move because the company has recently indicated that it plans to focus on a digital strategy for the future, with titles sold via download services contributing more to overall revenue.
The company has also recently announced that it will be launching a digital distribution service called Origin that will compete in the already crowded space that includes Steam from Valve, Impulse, Direct2Drive and Gamersgate.
It seems that Origin will be the only way to get some EA games digitally and gamers might soon be able to pick up EA Sports titles only in the company's own stores.