Thursday Aug 09, 2012

GaaS (Gaming as a Service) at Electronic Arts (EA)

No, I’m not trying to introduce yet another acronym (YAA) to the SOA vernacular but check out this FIFA Soccer - EAgreat new cover story article in Profit Magazine on Electronic Arts and how products are now becoming digital services with many of the attributes long associated with Service Oriented Architecture. Electronic Arts (EA) with revenues of $4.1B from The Sims, Madden NFL, FIFA Soccer and much more describes their use of Oracle SOA Suite and Oracle Data Integrator to manage the complexity of transitioning their physical media-based business into their digital “iHub”.

From an SOA perspective, the comment that prompted the GaaS title was:

“Games are becoming more of a service rather than a product, which has all kinds of implications on how you monetize it” – Lewis Ward, IDC

Describing why Electronic Arts made the transition, Deepak Advani, vice president of enterprise services at EA states:

“We just got overwhelmed, because you’re getting all this data in different formats. We tried to do it manually, but there was nothing to control it. There was too much manual intervention, when people are touching the data. Once they touch the data, there’s a question of integrity."

EA

The article covers many SOA-related topics on how they achieved “flexibility”, “adapted in ways they hadn’t envisioned”, “standardized data formats”, “publish/subscribe connectivity” and more.

The Electronic Arts case study is another indicator that more products are migrating into SOA-style services to better conform to how a business needs to manage everything from more granular financial “microtransactions”, rapid service scalability with the enablement of massive simultaneous participation of new releases such as FIFA Soccer, reliability, quality of service, and more. As more products migrate into an Everything-as-a-Service (EaaS) SOA-style service-based approach, I promise not to introduce new acronyms (apologies if I just did it). EA on Cover of Profit Magazine

Check out the full article (link)

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