Company COO Peter Moore proclaims "free-to-play is the future," but acknowledges not all can wrap their heads around it just yet.

In a new blog entry on the official Electronic Arts website titled "Change is Good," company COO Peter Moore declared that "free-to-play is the future," but acknowledged that not everyone is having an easy time understanding this.

Moore has faith in F2P as the future, but says it may be a tough sell.

"This is a tough one for a lot of people to wrap arms around, but trust me when I say the potential for free-to-play is just beginning to surface," he said.

Later in the update, Moore explained that free-to-play is in its "early days," but noted that such games can be innovative and of a high quality. He pointed to the newly announced free-to-play Command and Conquer platform as an example of this assertion.

Moore also noted that a free-to-play future benefits gamers, because it allows for more educated purchasing decisions.

"For millions of new gamers, the value is obvious: you get to try before you buy," he said.

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