How hungry are you for digitally-delivered content? EA Vice President Keith Ramsdale believes that people are quite hungry for it, and that the days of a single-player experience are soon to be finished.

"When mobile gaming started there was a rush of products - too much - and where it seems to be settling is with well known franchises," he said at Tuesday's London Games Conference. "Only a few mainstream franchises will stand the test of time."

He went on to boast that 54 million people were playing FIFA 10 only three weeks after its release, adding "The game hasn't yet launched in the US. That's just European numbers."

Ramsdale then noted that online play also allows them to keep track of what their customers are doing in a way that single-player games do not.

"There's a hunger for it. FIFA Ultimate Team is a download option - we've sold about USD 12 million worth," he stated, adding "This year's forecast is that digital download revenue is around a billion dollars in gaming. That's more than 40 per cent bigger than music digital downloads in revenue terms. We're eclipsing music, we're already there, it's growing and yet we see it as different."

Ramsdale believes that the transition is seamless, noting that "Customers buy packaged goods at retail, then want more."

As for the days of retail disc copies of games fading into the sunset, he says that could still take a while yet:

"Every week 30-40 million consumers walk into retail shops - it's not a market we're going to quickly ignore. While there are disc drives in machines in homes, consumers will still buy discs."