john“They can steal the disc, but they can’t steal the DLC,” says John Riccitiello, head of Electronic Arts.

Speaking to Kotaku, Riccitiello had plenty of ideas on how to make money off people who pirate games, one of them being allowing them to buy DLC.

“The consumer seems to really like this idea that there is extra stuff,” Riccitiello said, while expressing surprise that some of this DLC is downloaded so soon after people start playing the games. “The consumer wants more, and when you give them more or sell them more it seems to be extremely well received.”

“There’s a sizable pirate market and a sizable second sale market and we want to try to generate revenue in that marketplace,” he said, pointing to DLC as a way to do it.

The EA boss would prefer people bought their games, of course. “I don’t think anybody should pirate anything,” he said. “I believe in the artistry of the people who build [the games industry.] I profoundly believe that. And when you steal from us, you steal from them. Having said that, there’s a lot of people who do.” So encourage those pirates to pay for something, he figures.