During his Gamescom keynote, EA's president of labels Frank Gibeau said he has seen the long rumoured next-generation hardware from both Sony and Microsoft.
Gamespot reports that Gibeau said "I've seen both of them", before going on to discuss the future of the industry.
"Ten years ago we used to measure our market in terms of 200 million people. Now we are at a billion people playing games and we have a straight line view on 2 billion."
Gibeau goes on to affirm his belief in the free-to-play model: "Free to play will become the dominant pricing model by the end of the decade."
Surely Microsoft and Sony can't go on pretending the next-generation isn't happening for much longer.