Comcast hasn't exactly been close-mouthed about its partnership with EA, but Reuters is now reporting that the relationship is close to bearing fruit. According to the news agency, five sources have confirmed that Comcast "may soon allow customers using its cloud-connected X1 cable box system to buy games from Electronic Arts Inc through their televisions."
Last September we learned that a pilot of the new EA gaming service on X1 boxes had begun in Atlanta. However, although Comcast was promoting "console-quality video games," the popular Madden titles from EA were not a part of the deal. (See Comcast Begins EA Games Pilot.) Now, Reuters has said that streaming video games will include FIFA and Madden titles. The company reports that Comcast and EA are "close to reaching an agreement" that would carry the service into X1 subscriber living rooms.
The idea of turning X1 boxes into gaming consoles goes a long way toward validating Comcast's consumer hardware approach. While several other cable companies, and particularly Time Warner Cable, have focused on getting cable content onto as many third-party devices as possible, Comcast has been steadfast in investing in advanced set-tops and gateways as part of the Xfinity service.
— Mari Silbey, special to Light Reading