In the fifth part of his epic Guardian interview Peter Moore, head of EA Sports, has effectively said that retail will have to fend for itself in the face of the growing download market.

Asked whether the increasing volume of downloadable content is the biggest challenge the games industry faces, Moore said, “Yes, and I think it's also the biggest opportunity for us, and I think we're doing it well, much better than the music business did – we're not fighting it, there's an issue with retail – retail are going to have to figure out where they play in the value chain for the consumer. But we have the ability to have direct relationships with our consumers because we can provide them with value everyday – particularly with sports.”

The key words there - “retail are going to have to figure out where they play in the value chain for the consumer.” Translation: 'we can make more money by cutting retail out. Good luck guys!.' There's cut-throat capitalism if we ever saw it. Still, such is the market economy.

Unsurprisingly, Moore also acknowledged that EA Sports will shift away from disc-based goods, pointing out that the company has already done so in Asia. He added, “we might give you the core game for free, but then you start buying downloads, micro-transactions, we'll sponsor some stuff”. This will be a move away from the approach of taking the customer's £49 then leaving them to it, he said.

You can read the full interview here.