The Chief Creative Director for EA, Richard Hilleman, has stated that the ‘App Store payment model’ used by Apple (among others) is “essentially in freefall.” He argues that people want to buy content “in-game versus out of game”.
In an interview with MCV, Hilleman talked about the experiences that the publisher has had in the digital marketplace. Playing down the success that Apple and Android have had in the field.
“Our current experience is that the App Store model is essentially in freefall. That increasingly people in that context need to pay in-game versus out of the game, the good news is that our experience with DLC has been that if we do those strategies successfully, that we get payment rates that are far superior to almost everybody else in the online commerce space.” Hilleman stated.
Source: MCV via CVG