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Speaking to investors, EA Labels boss Frank Gibeau downplayed concerns that the publisher’s decision to limit the copies of Star Wars: The Old Republic at launch would lead to a shortage. Gibeau explained that EA has an ambitious rollout plan and the publisher is using the Star Wars: The Old Republic pre-order campaign and beta to help ensure a smooth launch experience.

“We have taken a very detailed approach to looking at how do we maximize the customer experience when they go online with Star Wars to maximize the fun that they're having online, the stability, the quality of the experience. We are using our beta tests to inform us of what scale we can handle.”

“So our pre-order campaign is tailored towards how we are going to do that. I mean we are looking at a rollout plan that is fairly ambitious. We don't feel like we are going to be leaving too much demand behind at launch, but we definitely are going to be very cautious and thoughtful about how many people we bring on and in what order.”

“It is a very interesting proposition from that standpoint because you have a Star Wars brand that draws in a lot of people. And that is a good thing, because we think we can sustain the business over a very long time as we grow. There is going to continually be new customer segments that we can open up and bring into the service.”

Source:
via MCV
EA Q2 2012 Earnings Conference Call Transcript