Electronic Arts says that it understands how an illegally downloaded copy is not, in any way, a copy that was lost as a sale to the company. Mariam Sughayer, who is working for the corporate communications department of EA, says that: "Stepping aside from the whole issue of DRM, people need to recognize that every BitTorrent download doesn't represent a successful copy of a game, let alone a lost sale". Understanding this, the company is getting ready to shift its approach so that it rewards the customer rather than punishing everyone for the sins of pirates.
Expect Electronic Arts to emphasize the social and downloadable aspect of the game in order to fight piracy. For example, with the video game Spore, pirated copies cannot access the Sporepedia and cannot get creatures from other people in their games.
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