Telefónica Digital has unveiled its latest play in its global gaming strategy by entering a strategic relationship with EA Mobile, a division of Electronic Arts Inc., which will allow customers to access its world leading games on their mobiles.
The deal will give Telefónica’s operating businesses the ability to create innovative gaming promotions using titles from the EA catalogue of consumer favourite brands such as The Sims, FIFA and MONOPOLY. The objective is to make it easy for customers to find the games that they are familiar with and to drive the uptake of mobile gaming, particularly amongst feature phone users.
Telefonica are hoping to capitalize on the smartphone phenomenon sparked by mobile technologies such as mobile TV.
Bernard Kim, Senior Vice President, Global Social and Mobile Publishing said:
Our mission is to deliver games that consumers love – anywhere, anytime, and on any platform they want to play. Our relationship with Telefónica helps more people discover our games, and removes barriers for subscribers to enjoy an entire library of our most beloved titles.”
Industry analyst IHS Screen Digest predicts continued impressive growth in the mobile games business. Fuelled by rapid expansion in 3G adoption, smartphone and tablet gaming, the global mobile games market will be worth almost £8bn (€9bn) by 2015, almost double the £4.3bn expected in 2011.
Jack Kent, Mobile Media Analyst at IHS Screen Digest, said:
As the mass appeal of mobile games increases, consumers are embracing new forms of content and business models, with free games monetised by micro-transactions – such as in-app purchases – driving growth."
The service will be available first through O2 in the UK followed by other Telefónica markets.