While it’s certainly not for everyone, EA CEO Andrew Wilson says the goal with EA Access is to provide so much value that subscribers are able to satisfy people’s desire for a good deal.

Speaking at the GamesBeat 2014 conference, Wilson explained (via GamesBeat) how that need is what drove the creation of EA Access. Wilson thinks this desire can be put to use by a company, saying, “What we want is to make you feel like what you get [with EA Access] is worth more than the money you have in your pocket.”

EA Access, the Xbox One-only service that rolled out in August, provides a number of benefits, the most substantial of which is unlimited access to a library of downloadable games. That library currently consists of games like Battlefield 4, Need for Speed: Rivals, and FIFA 14, and will expand (without dropping any games) over time. Additionally, subscribers–who pay either $5/month or $30/year–get discounts on certain content and a limited amount of free access to new EA games prior to their release.

The subscription program is not intended to replace the $60 releases that make up a substantial portion of EA’s business, but it is a continuing part of the company’s attempt to become “player-first.” Wilson said, “My belief is in the future of our industry, when there are more devices to play games on, your relationship with your players will determine your success.”

Wilson has previously talked about improving that relationship, including by making an effort to become better at listening to fans. “We haven’t always been great listeners, but we’re getting better, and what that’s telling us is that people want choice,” he said last month. “They want to be able to choose what’s right for them at a given moment in time. There isn’t a one-size-fits-all any longer. We’ve got to build a core platform, game engines, and games that facilitate that.”

He also said today that the decisions to delay Battlefield Hardline and Dragon Age: Inquisition were a result of wanting to do right by gamers. “When you look at something like Battlefield: Hardline, we think there’s more innovation you can put into the game,” he explained. “We think you could be doing completely new things. When we pushed back Dragon Age a few weeks, we wanted more time to get rid of bugs. Two decisions to ensure we deliver the best for gamers.”