When Riccitiello said Battlefield players could pay $1 per reload

Free-to-play is not necessarily a dangerous monster stalking the innocent gamer.But at times it feels like it could be.

Digging through the transcript of a 2011 stockholder meeting, Xbox360Achievements discovered the following comments from EA CEO John Riccitiello:

When you are six hours into playing Battlefield and you run out of ammo in your clip and we ask you for a dollar to reload, you’re really not that price sensitive at that point in time,” he stated.

So essentially what ends up happening, and the reason the play-first, pay-later model works nicely, is a consumer gets engaged in a property. They may spend ten, twenty, thirty, fifty hours in a game. And then, when they’re deep into a game, they’re well invested in it.

At that point in time the commitment can be pretty high. It’s a great model and it represents a substantially better future for the industry.”

EA today said that it believes it is on the road to being a 100 per cent digital publisher.