Labels boss Frank Gibeau says digital rights management "not a viable strategy" for gaming at large.

Digital rights management (DRM) is a broken system, EA Labels president Frank Gibeau told GamesIndustry International this week at the Game Developers Conference.

"DRM is a failed, dead-end strategy; it's not a viable strategy for the gaming business," Gibeau said.

The EA executive's comments came in response to a question about whether or not SimCity's always-online mandate was actually a form of DRM. Gibeau insisted this is not the case.

"That's not the reality; I was involved in all the meetings. DRM was never even brought up once," he said. "For the folks who have conspiracy theories about evil suits at EA forcing DRM down the throats of Maxis, that's not the case at all."

SimCity launched earlier this month amid server woes that made the game unplayable for some. The city-building game went on to sell over 1.1 million copies during its first two weeks, marking the best start in franchise history.

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