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Updated: Nazara Extends Electronic Arts Partnership To Africa; Games Club?


Mobile games company Nazara Technologies* has inked an exclusive alliance with Electronic Arts (EA) to extend its partnership to African continent.

While the financial terms of the deal or the deal period remained undisclosed, Nazara stated that the partnership will allow the company to exclusively distribute various EA mobile games to telecom operators across 49 countries in Africa including Nigeria, Kenya, Tanzania and Ghana. The company said that these games will be distributed through its nPlay mobile gaming platform and will be available for consumers on Android and Java platform. Among the game titles that will be offered include Need For Speed: The Run and EA Sports FIFA 13 among others.

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nPlay Platform: While there is no mention of nPlay platform on the company website at the time of writing this article, Nazara’s LinkedIn profile suggests that N Play is a subscription-based gaming service, which offers users various types of subscription plans, including a time based plan (daily or weekly), a pay per play plan and buy games plan. It noted that users can download any number of games from the portal but the games will be wrapped with a Nazara wrap-around, although there is currently no word on the pricing front.

What Happened To Games Club? Interestingly, Nazara has a similar mobile game subscription service called Games Club, which offered identical subscription plans. The company had claimed that Games Club has more than 700 games from publishers like EA, Jump Games, Digital Chocolate, and Indiagames among others and had partnered with Vserv in July 2012, to use Vserv’s App Wrapper platform for subscription in its Games Club service across multiple operators. It is not clear if N Play platform is essentially a rebranded version of Games Club or a new service altogether, at the time of writing this article. Update: Nazara has clarified that nPlay is the company’s proprietary mobile gaming platform which is currently being deployed on various carriers. They noted that nPlay platform provides various services for mobile gaming to their clients, of which Games Club is just one of them. Other services provided by the company include gCity which is the company’s social gaming module.

Similar partnerships: In April 2012, Nazara had inked a similar tie-up with Electronic Arts for the Middle East region, providing Nazara exclusive rights to distribute various EA Mobile titles across its carrier partners in the Middle East including Saudi Telecom Company (STC), Etihad Etisalat (Mobily), Emirates Integrated Telecommunications Company (du) and Viva (Bahrain) as well as third party channels, aggregators and retail channels in the Middle East region. Prior to this, it had also inked a deal with Electronic Arts for India, Sri Lanka & Bangladesh regions, to get exclusive rights to distribute EA Mobile catalog to carriers, third party channels, aggregators, retail channels and local OEMs in these three countries.

It had also partnered with the handset maker Micromax to pre-embed 40 EA game titles on select handsets on a try and buy model with Nazara handling both the distribution and payments. The company offered five free trials initally, following which it was priced at Rs 49 and Rs 99. Alternatively, there was also a subscription-based micro-transaction model which offered access to games for Rs 3/day. Besides this, Nazara has partnerships with Airtel, Spice, Idea, Vodafone, BPL, Tata Indicom, Reliance Communications and Spice Digital in India.

*Disclosure: Nazara Technologies is an Advertiser with Medianama

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