EA explains why you won’t be able to buy their Euro 2012 video game in the shops

This week EA Sports announced that they are to release a Euro 2012 video game tie-in. No big shock, right? Yet the digital-only distribution method behind it has surprised many.

The sports title - which is set for release next month - is not unusual for EA Sports, which typically releases a new physical title to coincide with the biggest international football events, such as their 2010 FIFA World Cup video game. However, their upcoming Euro 2012 game will only be available as a downloadable update for FIFA 12 owners.

The unusual (yet much cheaper decision for gamers) distribution method has been greeted warmly by gamers, though many have wondered why EA chose a less lucrative route. Now the company has explained.

"We expect footy fans will want the opportunity to play UEFA Euro 2012 and experience what it takes to win the tournament under the same conditions their favourite nation will face in the weeks ahead," EA communications boss Steve Frost told Gamasutra.

"We expect that some fans who may not have FIFA 12 will want to play Euro 2012 and therefore purchase both, but the bigger opportunity for us is to offer our loyal and passionate FIFA fans new content."

The game itself is scheduled for release on April 24, 2012 in North America and Europe, and April 25 in other countries around the world and promised to feature real-life story lines from the UEFA Euro 2012 qualifying campaign and during the tournament into the game, enabling fans to relive dramatic moments with challenges based on real-life matches.