Over the last few years there has been increasing data that shows that only a small number of gamers are finishing the single player games that they purchase. At present the stats indicate that number to be around 10%. According to Activision production contractor Keith Fuller "What I've been told as a blanket expectation is that 90 percent of players who start your game will never see the end of it unless they watch a video on YouTube”. Furthermore, services such as Raptr, which tracks online playing sessions and achievements are producing equally dismal data. According to the company, only 10% of people who played Rockstar's blockbuster Red Dead Redemption actually finished the game. It’s data such as this that adds grist to EA proverbial mill, when they say that the single player experience is in decline and co-op gaming is the future.