After two years of testing, Comcast and Electronic Arts are teaming up so that customers using Comcast's cloud-connected X1 cable box system can buy games from EA through their televisions.
The agreement, the boldest step to date by a cable company to muscle into console gaming territory, allows for streaming of video games such as "FIFA," "Plants vs. Zombies" and "Madden" into the living rooms of some of Comcast's 22 million+ customer base.
Comcast and EA's aim is to make buying games as easy as ordering a pay-per-view movie. Customers will be able to turn their tablets into controllers to play the games.
The agreement comes as Comcast awaits regulatory approval for its $45 billion proposal to buy Time Warner Cable.
Comcast also earned the ignominious honour of being voted the worst company in America in both 2010 and 2014 as part of an annual poll by The Consumerist. Guess who topped the poll in 2012 and 2013? Electronic Arts.