For five iPod titles, Apple tapped EA, which expanded its mobile gaming business through last year's purchase of independent mobile publisher JAMDAT Mobile, later rebranded as EA Mobile. In 2006, EA Mobile sales totaled $118 million and accounted for four percent of the company's total revenue.

Lasky had been chief executive of JAMDAT Mobile before the takeover. He says EA saw the iPod as an attractive gaming device for a number of reasons. "The requirement for music to cache so you hear a streaming uninterrupted song, that means there's a lot of RAM," he told Business Week. "It also has remarkably good graphics."

And what of Apple TV? That device too is a shoo-in for games, says Greg Canessa, vice-president for video-game platforms at PopCap. "Apple TV is a natural," he tells Business Week. "It's about an extension device for the content you have on your Mac or your PC. It's a living extension of iTunes—your music and movies—but games are contained in iTunes as well. Once you start looking at a low-cost box that extends those experiences to the television set, that's an interesting consumer scenario."

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