????這種趨勢與數字化銷售形成鮮明的對比。市場研究公司NPD今年8月份宣布，消費者在數字化游戲內容方面的消費總額在今年第二季度達到了14.7億美元，較去年同期增長了17％。而消費者在新的實物視頻游戲和電腦游戲軟件方面僅花費了10億美元。

????但這并不是藝電在這方面擁有的唯一合理解釋。藝電銷售某款游戲（可能是花費數百萬美元開發出來的）的一張實物拷貝時，該公司需要印制光盤、購買包裝材料，并且讓銷售該款游戲的零售商分享其中一部分營收。更糟糕的是，當這些游戲作為二手游戲在二級市場上銷售時，藝電從中得不到一毛錢。

????數字化發行模式就解決了這個問題。藝電可以按照較低的成本發行旗下的各種游戲，而不用擔心包裝游戲實物拷貝所需要的高昂成本，而且還避免了與二手游戲市場相關的所有麻煩。這是一種直接面向消費者的經營模式。而且能夠從中獲得豐厚的盈利。

????在截至3月31日的上一財年期間，藝電實現了41億美元的營收，并且獲得了7,600萬美元相對微薄的利潤。數字化經營模式使該公司的營收相比上一財年的36億美元有顯著提升。此外，該公司還提高了利潤率，從而幫助其從2011財年虧損2.76億美元的困境中走了出來。

????在其最近發布財報的那個季度中，藝電在數字化銷售的帶動下，實現了2.01億美元的利潤。

????盡管最近其一些競爭對手的業績表現令人失望，但藝電仍然獲得了如此搶眼的成功。游戲開發商THQ（THQI）上一財年實現營收8.31億美元，但巨虧2.43億美元。Take-Two互動軟件公司上一財年實現營8.26億美元，但虧損1.09億美元。即便任天堂目前也無法獨善其身，面臨著困境。

????只有動視暴雪緊跟在藝電的后面——該公司去年實現利潤11億美元。但這是因為該公司發行了世界上最流行的兩款游戲系列：《使命召喚》及《魔獸世界》（World of Warcraft）。

????那么，藝電到底哪里做對了——而它的競爭對手卻做錯了呢？據帕切特分析，答案歸結為一個簡單的答案：藝電目前正全面接受數字化世界。

????“藝電目前在其各種數字化產品與服務方面獲得了很大的進展，在移動游戲、社交游戲及大型多人在線網絡游戲方面占據強大的市場份額，”他最近在一份研究報告中如是寫道。

????因此，或許藝電現在真的找到了竅門。雖然游戲產業目前正處于衰退之中，但藝電卻呈現出增長的趨勢。雖然客戶已不再關注包裝式游戲，但他們正涌向數字化游戲服務平臺。而藝電已經做好了準備，而且愿意滿足他們的需求。

????翻譯：iDo98

????That stands in stark contrast to digital sales. In August, research firm NPD announced that consumer spending on digital gaming content during the second quarter hit $1.47 billion, representing a 17% gain over the same period last year. Consumers spent just $1 billion on new physical video and PC game software.

????But that's not the only justification EA has. When EA sells a physical copy of a game that might cost millions to make, it needs to print discs, acquire packaging, and share a piece of the revenue with retailers selling the title. What's worse, when those games are then sold on the secondary market as used titles, EA doesn't get a dime.

????The digital space fixes that problem. EA can offer its games for less, not worry about the high cost of physical packaging, and escape any troubles with the used-game market. It's a direct-to-consumer model. And it's profitable.

????During its last fiscal year ended March 31, EA generated $4.1 billion in revenue and scored a slight $76 million profit. Digital propped the company's revenue up from the $3.6 billion it generated in the prior fiscal year. It also improved margins to help it emerge from the $276 million loss it posted in 2011.

????During its last-reported quarter, EA, led by digital sales, posted a $201 million profit.

????EA's success has come despite rather disappointing recent performance from competitors. Game maker THQ (THQI) lost a whopping $243 million during its last fiscal year on $831 million in revenue. Take-Two Interactive lost $109 million on $826 million in revenue during the same period. Even Nintendo is having its fair share of troubles.

????Only Activision Blizzard has followed EA's lead -- it posted a profit of $1.1 billion last year. But that's because it offers the two most popular game franchises in the world, Call of Duty and World of WarCraft.

????So, what is EA doing right that its competitors are doing wrong? According to Pachter, it comes down to one, simple answer: EA is fully embracing the digital world.

????"EA is far along with its diverse digital offering, with a strong mobile, social and MMO presence," he wrote recently in a research note.

????So, perhaps EA is on to something. While the industry is on the decline, EA is on the rise. While customers ignore packaged games, they're flocking to digital. And all the while, it's EA that's ready and willing to accommodate them.