Comcast (NASDAQ:CMCSA) CEO Brian Roberts not too long ago proposed spinning off the corporate’s NBCUniversal media unit with the intention to merge it with videogame big Digital Arts (EA), Puck Information stories.

Phrases of the deal would have had the Roberts household take majority management of the mixed entity, with EA CEO Andrew Wilson operating it – and NBCU CEO Jeff Shell elevated to a different function at Comcast, Dylan Byers stories.

That deal fell aside as a consequence of disagreement over value and construction, in keeping with the report.

Digital Arts is not any stranger to consolidation discuss, having held talks up to now with a lot of suitors together with Disney (DIS), Apple (AAPL) and Amazon.com (AMZN), Byers says, noting EA could also be extra emboldened for a deal within the wake of Microsoft’s (MSFT) pending acquisition of Activision Blizzard (ATVI).

In the meantime, Comcast’s potential acquisitions have been media fodder for years, after Comcast did not intervene in Disney’s takeover of Fox media property, and Discovery’s David Zaslav engineered a merger with AT&T’s WarnerMedia (WBD).

And notably, Comcast ended a year-plus pursuit of Time Warner Cable in Might 2015, leaving that cableco to be acquired by rival Constitution.