The producer of the world’s most popular computer game is to give its products away — and then charge users real money to pay as they play.

John Riccitiello, chief executive of Electronic Arts, publisher of the bestselling Sims, Fifa Soccer and the Harry Potter games franchises, announced the radical change at a conference of media executives in Cambridge.

Mr Riccitiello said that an online experiment in South Korea would be extended to the rest of the world. “We gave the Fifa disc away free, but, instead of charging people for software, we charged small payments within the game: 5p for injury updates, 10p for a new strip. We found that 10 per cent of all Korean households downloaded Fifa online and the consumer paid us more online than they would have done buying the game in a store.

“This is a model we are going to extend internationally. Broadband is creating a lot more online gamers. The future is pay-as-you-play, downloads and subscriptions.”

However, the Silicon Valley company’s sales fell $400 million (£200 million) last year and Mr Riccitiello acknowledged that players were finding the latest series of intricate games too complicated. He said: “Most games take 50 minutes to understand how to play. A lot of games are now too hard to play.”

The biggest developing markets for games are those for girls and for women aged 35 and over. Mr Riccitiello told the Royal Television Society conference that puzzles and word games played by casual gamers on mobile and handheld devices would outstrip traditional action games.

Games spending worldwide reached $30 billion, but Mr Riccitiello defended the industry from claims that its products promote violence to children. He said: “The average player is 33 years old. That is decidedly adult, so you can’t blame us for your children.”

Describing the notorious game Manhunt, which British regulators refused to classify for sale, he said: “Yes, it is violent, it’s about committing murder. But it is no more violent than an episode of 24 or a Quentin Tarantino film.”

However, he was challenged by Michael Grade, the head of ITV. Mr Grade said: “The difference between films and television and games is that acts of violence in games exist in a moral vacuum. In television drama, there are consequences to violence, such as pain. Stories are set in a moral context.”

Mr Riccitiello argued that Grand Theft Auto, the top-selling gang warfare game, also presented players with “moral challenges”.

Electronic Arts is working with Steven Spielberg for a new series of games, including one for the Nintendo Wii console, which became last year’s hit at the expense of Sony’s PlayStation 3.It is also preparing to launch Spore, the hotly awaited new strategy game from Will Wright, creator of The Sims, which has sold 85 million copies.