Indeed, such has been the success of microtransactions in games like Dead Space 3 and The Simpsons: Tapped Out that the publisher is introducing the monetisation method to all of its future games.

That's according to EA CFO Blake Jorgensen, who told an audience at the Morgan Stanley Technology, Media, and Telecom Conference that gamers are "embracing" microtransactions.

"We are building into all of our games the ability to pay for things along the way; to get to a higher level," said Jorgensen. "And consumers are enjoying and embracing that way of business."

Jorgensen says that to do this the publisher has had to improve its tech to maximise profits from the business model.

"If you're doing microtransactions and you're processing credit cards for every one of those microtransactions you'll get eaten alive," he said.

"And so Rajat's team has built an amazing backend to manage that and manage that much more profitably. We've outsourced a lot of that stuff historically; we're bringing that all in-house now."