Andrew Wilson, head of development for EA Sports, spoke at the Develop 2011 conference about an unusual business plan the company is considering for future games: "[Wilson] raised the subject of Amazon's Whispersync feature, which allows customers to download a digital book for one price and then read it on whichever format they like from PCs to smartphones and Kindle, without having to pay again for each platform. He suggested that eventually EA Sports may well move toward the same model with its own games, even providing all of its titles, from FIFA and Madden to Tiger Woods PGA Tour golf, for one fixed price on multiple platforms – all linked by the same social gaming ecosystem. 'It's about handing over control to the gamer,' he said. 'Ultimately, what we want to get to is this concept where we break down the barriers between the franchises. John Riccitiello, our CEO, says it seems like such a waste – we spend $20-40M making each of these games, but most gamers only ever play one, because the business model is an impediment. So how about we drive toward a model where every gamer can experience everything we make without paying that much more money. You've got to recognize that given the opportunity, the consumer will play and they will bring their friends.'"