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Digital distribution is hot right now. Not only is it an easy and immediate way to purchase and receive electronic entertainment in the comfort of your own home, but services such as Hulu and Netflix have taken advantage of current broadband technology to provide comprehensive streaming video services. Netflix, in particular, has gone so far as to push its streaming monthly plan over its DVD-in-the-mail roots. So what does this have to do with EA? Well, EA Sports is thinking the same thing. The thought is that consumers are starting to view content delivery as a service, and the content as simply a part of that service. Until now, the content has been the focus of marketing and sale, with gamers purchasing games individually. A new Madden each year, for example. EA Sports feels that consumers are interested in paying a monthly or annual subscription and having total access to everything the company creates, a model that has been demonstrated by services such as OnLive and Gametap. 
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