Electronic Arts is gearing up to offer PC gamers the chance to download games from its own online store.

SPOnG has just been made aware of one of these new fangled viral marketing campaigns that the publisher has put together to promote the new online retail portal which shows a big wooden EA-branded box promising that: 'Something BIG is about to drop from EA'

A big fat red line through your profit margin, SPOnG imagines, should your name be 'traditional high street retailer' or Valve's competing PC game download service, Steam.

Check the viral ad and you will see that the big thing to drop is actually a new, promised 'fast, reliable and secure way to download EA games direct to your PC.'