But there's more than just "GaaS" that Bruce is venting here -- he looks at EA's new business model from a service-oriented architecture perspective, observing that gaming products have now reached the point where they, too, are "digital services with many of the attributes long associated with Service Oriented Architecture." Or, as IDC's Lewis Ward put it: “Games are becoming more of a service rather than a product, which has all kinds of implications on how you monetize it.”
At EA, a $4.1 billion gaming provider, an SOA platform helps "manage the complexity of transitioning their physical media-based business into their digital 'iHub,'" Bruce relates.
EA -- which first began selling games on floppy disks in the 1980s -- now expects 40% of its revenue to come from online gaming in 2013, Tara Swords writes in the latest issue of Oracle Profit. The company's iHub infrastructure supports more than 60 interfaces for internal and external service providers. Millions of transactions from around the globe are converted into a standard format for use and reuse by the vendor's financial and business intelligence systems. EA uses both on-premises and cloud-based middleware offerings from Oracle.
(Disclosure: Oracle is a frequent sponsor of my survey research work with Unisphere Research, IOUG and OAUG.)