They absolutely can survive this. But they don't have to. Publishers and vendors could simply stop selling software licenses and start leasing them out in the

They absolutely can survive this. But they don't have to. Publishers and vendors could simply stop selling software licenses and start leasing them out in the EU. Your rights diminish. They wouldn't have to charge less. They wouldn't have very much of anything. It'd actually be a lot easier than complying than this ruling. Or —if they're willing to do more than an hour's work— they could completely pivot and only lease software as part of a membership (Origin Access), or keep essential elements of the game as SaaS with rent, or even just keep everything and do remote gaming as a service (eg Stadia). Welcome to the brave new world of software licensing.