Speaking at the TV Connect event in London, Electronic Arts chief creative officer Richard Hilleman has argued that Android represents the future of smart TV gaming.

Hilleman claimed that Android is "crabgrass" to smart TV manufacturers, and they will "probably fail" in their attempts to compete with Google's OS.

"The Androids are coming and this is good news. We have lots of faith that they can deliver a good experience for the types of product we make."

The complexity problem

But whatever platform the market accepts, Hilleman believes that user experience will be key to its adoption by gamers.

"We lose gamers when we ask for too much money, too much controller complexity, and too much time – mobile and social gaming addressed these failures and brought gamers back," Hilleman explained.

"We have to take the complexity problem way more seriously."

[source: SmartTVRadar]