????這種趨勢(shì)與數(shù)字化銷售形成鮮明的對(duì)比。市場(chǎng)研究公司NPD今年8月份宣布，消費(fèi)者在數(shù)字化游戲內(nèi)容方面的消費(fèi)總額在今年第二季度達(dá)到了14.7億美元，較去年同期增長(zhǎng)了17％。而消費(fèi)者在新的實(shí)物視頻游戲和電腦游戲軟件方面僅花費(fèi)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(fèi)數(shù)百萬美元開發(fā)出來的）的一張實(shí)物拷貝時(shí)，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(yíng)收。更糟糕的是，當(dāng)這些游戲作為二手游戲在二級(jí)市場(chǎng)上銷售時(shí)，藝電從中得不到一毛錢。

????數(shù)字化發(fā)行模式就解決了這個(gè)問題。藝電可以按照較低的成本發(fā)行旗下的各種游戲，而不用擔(dān)心包裝游戲?qū)嵨锟截愃枰母甙撼杀?，而且還避免了與二手游戲市場(chǎng)相關(guān)的所有麻煩。這是一種直接面向消費(fèi)者的經(jīng)營(yíng)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(cái)年期間，藝電實(shí)現(xiàn)了41億美元的營(yíng)收，并且獲得了7,600萬美元相對(duì)微薄的利潤(rùn)。數(shù)字化經(jīng)營(yíng)模式使該公司的營(yíng)收相比上一財(cái)年的36億美元有顯著提升。此外，該公司還提高了利潤(rùn)率，從而幫助其從2011財(cái)年虧損2.76億美元的困境中走了出來。

????在其最近發(fā)布財(cái)報(bào)的那個(gè)季度中，藝電在數(shù)字化銷售的帶動(dòng)下，實(shí)現(xiàn)了2.01億美元的利潤(rùn)。

????盡管最近其一些競(jìng)爭(zhēng)對(duì)手的業(yè)績(jī)表現(xiàn)令人失望，但藝電仍然獲得了如此搶眼的成功。游戲開發(fā)商THQ（THQI）上一財(cái)年實(shí)現(xiàn)營(yíng)收8.31億美元，但巨虧2.43億美元。Take-Two互動(dòng)軟件公司上一財(cái)年實(shí)現(xiàn)營(yíng)8.26億美元，但虧損1.09億美元。即便任天堂目前也無法獨(dú)善其身，面臨著困境。

????只有動(dòng)視暴雪緊跟在藝電的后面——該公司去年實(shí)現(xiàn)利潤(rùn)11億美元。但這是因?yàn)樵摴景l(fā)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(duì)了——而它的競(jìng)爭(zhēng)對(duì)手卻做錯(cuò)了呢？據(jù)帕切特分析，答案歸結(jié)為一個(gè)簡(jiǎn)單的答案：藝電目前正全面接受數(shù)字化世界。

????“藝電目前在其各種數(shù)字化產(chǎn)品與服務(wù)方面獲得了很大的進(jìn)展，在移動(dòng)游戲、社交游戲及大型多人在線網(wǎng)絡(luò)游戲方面占據(jù)強(qiáng)大的市場(chǎng)份額，”他最近在一份研究報(bào)告中如是寫道。

????因此，或許藝電現(xiàn)在真的找到了竅門。雖然游戲產(chǎn)業(yè)目前正處于衰退之中，但藝電卻呈現(xiàn)出增長(zhǎng)的趨勢(shì)。雖然客戶已不再關(guān)注包裝式游戲，但他們正涌向數(shù)字化游戲服務(wù)平臺(tái)。而藝電已經(jīng)做好了準(zhǔn)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.