Electronic Arts will integrate a microtransactions model into all future game projects, an executive at the company said on Tuesday.
Chief financial officer Blake Jorgensen said that "the next and much bigger piece [of the business] is microtransactions within games".
During a question and answers session at the Morgan Stanley Technology Media & Telecom Conference, Jorgensen explained: "We're building into all of our games the ability to pay for things along the way, either to get to a higher level to buy a new character, to buy a truck, a gun, whatever it might be".
"Consumers are enjoying and embracing that way of the business."
EA franchises, varying from action horror title Dead Space to sports sim FIFA, offer players certain in-game items for an additional fee.
In the past several years EA has been quick to adopt the microtransactions model for other parts of its business as the corporation broadened its scope to both social and mobile games.
Elsewhere in the Q&A session, Jorgensen was asked why Electronic Arts did not appear at the PlayStation 4 press conference.
"It was more about timing of our own slate as well as trying to maintain a good balance of power with all the parties out there and choosing when to unveil certain pieces of software," he replied.
Jorgensen added: "I'd say, between now and E3, you are going to see a lot of stuff, and we are going to chose with our marketing teams when to announce."
But he clarified that EA was clearly going to support the PlayStation 4 platform.
"At the end of the day we are very excited about Sony's platform. We feel there's a huge opportunity there. The technical power on the platform is going to allow us to do a substantial amount of things that have never been done before.
"I have seen the new Battlefield, and it is just stunning. It is just amazing what the imagination of the game developers [at DICE] are allowed to do with that much power."
It has become a growing expectation in the industry that Microsoft will announce its next-generation Xbox platform at a special one-off event in late April.
Transcript via Seeking Alpha