Shamus Young said:
Remember when you were bellyaching about how mean old Gamestop was stealing all your money through used game sales? Note that digital games can't be re-sold. So why are you selling your AAA titles at store prices? Why are you giving gamers a reason to buy retail? I mean, if I'm going to pay $60, I might as well get the cool box and stuff. Every sale on Origin is pure profit because you don't have to share with Wal-Mart, and that's one less disc floating around the used game market. You were so proud of yourselves with "Project Ten Dollar", but if you were smart you'd be cutting online prices for "Project Keep All The Money For Yourself and Kill The Used Game Market".
This one problem actually has a reason behind it that is outside EA's control, retail stores themselves.
Retail stores know that the days of physical games is ending. You can increasingly just get a game in a form where you cannot just break the disk, not have to have some dedicated place for a game (and maybe the box), nor have to waste your time driving to the store to get it. Even the Playstation 3 can now download full AAA titles (don't know about the Xbox). With Onlive now... live, we have the Cloud. The system doesn't matter anymore, as long as you got the internet connection, you can play dark souls on your Android with full graphic settings. The disk is obsolete, it is still here just because most consumers have yet to make the switch.
Game stores are trying to fight this trend, and stave off their own finite existence using the one weapon they have, the amount of sales they have. While each year, the amount of games sold digitally increases, retail stores make up for the lion's share of games sold. Developers on Steam tried to sell there games at a lower price (not as a sale) or before the normal release date, the retail stores have pulled the games from their shelves until they rose the prices or pushed the Steam releases to match the retail one. Also remember the fiasco with Deus Ex: HR where Gamestop removed coupons that would of given free copy of the game on OnLive.
EA would lose so much if stores pulled all EA games from their shelves. EA knows that they still are in a position where they need more the retailers rather than the retails need them, thus they match the prices even though it makes no other logical sense.