I believe it was done with a physical copy of Portal 2 on PS3. It gave access to steam by tying the two accounts togetherIt's not artificial. There are no production or storage costs with digital, and there's a means to manage who has what copies. How exactly are they supposed to enable Play Anywhere on disc titles? What's the mechanic for me buying an XB1 disc and then getting a copy of the Windows version downloaded? Or more importantly buying a Steam game and then getting an XB1 disc for free to play on console?
We're seeing streaming versions of films provided on discs (UltraViolet) to add value to those discs precisely because people want non-physical versions to watch. A digital code in a game case provides the same thing, but with the overheads that involves. Going all-digital means negligible overheads so it's easy to provide another version of the executable in another format to download.
Or rather, Play Anywhere is a by-product of non-physical distribution, much like cross-buy on PlayStation.
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