If EA Sports head honcho Peter Moore knows one thing really well, it's handling controversy surrounding his particular division of EA and the PC games market. After getting in trouble last year with PC gaming football fans for choosing not to produce Madden '09 on PC, he's back in it this year, telling Edge Magazine, "The business model right now, shipping a physical disc for the PC, simply isn't working for us."

He's explained in the past his company's reasons for choosing as such, citing low sales numbers and PC gamers trending towards console sports gaming, and this time is no different. "I've got to find innovative ways to bring our content to life on the PC and online is the way that that's going to happen," he claims. Sounds like EA Sports has some digital distribution ideas up it's collective sleeve then, eh?

This article was originally published on Joystiq.

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