Marketers have to adapt as half of all console game sales go digital

By 2018, about 50 percent of console game sales will be sold via digital downloads, according to a forecast by market research firm EEDAR. And that will have a lot of consequences for how they are marketed in the future, said Greg Short, chairman of EEDAR, in an interview with GamesBeat.

In 2014, the digital share of console game sales is less than 20 percent. But downloads are growing much faster than physical store sales. That means marketers will have to change how they promote to keep pace with where the gamers are engaging with the products, Short said.