In a recent interview with GamesIndustry, EA Labels president Frank Gibeau expressed his certainty in the company becoming "100% digital." As bold as it sounds at first blush, it isn't necessarily a change in direction for the company. They've been heavily invested in mobile and social platforms for a while now, and it's proven to be a massive success for them financially. And let's not forget the launch of the Origin platform.
Curious as to how much revenue is being generated by the non-physical retail gaming market? There's an app for that... or a research company, at least.