EA is reportedly closing in on a deal with Comcast to stream games on the telecommunications corporation's X1 operating system, a move that has the potential to expand EA's current customer base significantly.
Reuters reports the deal would give EA access to Comcast's 22m users, as well as mark a major turning point for cable companies in regards to the games market.
“If the agreement goes through, it would mark the boldest step yet by a cable company to muscle into the territory of leading video-game console manufacturers such as Sony Corp and Microsoft Corp," the report states.
It's also worth noting the move is made even more significant for EA if Comcast's potential merger with Time Warner Cable goes through as well.
The companies have apparently been testing out the service for two years now, with their focus on making purchasing video games as simple as ordering pay-per-view movies.