EA CEO John Riccitiello said his company is exploring ways to generate profit from piracy, as he sees game pirates not as an opponent to sales but as a currently untapped section of the market. One of the ways to generate profit from pirates will be downloadable content packs:
"They can steal the disc, but they can't steal the DLC," he said in an interview with Kotaku.
"The consumer seems to really like this idea that there is extra stuff...The consumer wants more, and when you give them more or sell them more it seems to be extremely well received," he added.
"I don't think anybody should pirate anything," he said. "I believe in the artistry of the people who build [the games industry.] I profoundly believe that. And when you steal from us, you steal from them. Having said that, there's a lot of people who do."