Digital sales have been an increasing boon for EA, a source of great profit and growth for the publishing giant, and the company now estimates 40% of games sold are bought through digital channels. Retail is becoming less of an important sector and the publisher feels NPD rankings are decreasing in relevance. Tomorrow, the latest NPD figures for the month of February will be revealed.

"Overall, we think the digital growth aspect of the EA story is likely to get even stronger and to impress investors in the coming years," said Arvind Bhatia, Sterne Agee investment firm analyst, during a recent management meeting (via IndustryGamers). Globally, EA still recognizes the importance of retail product, but locally the company is looking to expand its mobile and downloadable offerings, leaning on its new EA Partners divisions to help expand its digital business.

This article was originally published on Joystiq.

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