As Microsoft put it, "Gamers expect to be constantly connected with interactive experiences that they can share with their friends. In addition, gamers expect their experience to be responsive irrespective of the time of day or the popularity of the game. Because a modern game can go viral very quickly you need to be ready to handle the demands of millions of users from day one. Windows Azure can help."
One important aspect of cloud computing that is not overly apparent to consumers is social gaming. By using Windows Azure's cloud services and development tools, developers are able to effectively create Windows Phone 7 social games.