Mobile games company Nazara Technologies* has extended its exclusive partnership with Electronic Arts (EA) to the Middle East region.
While the terms of the deal or the deal period were not disclosed, this deal will provide 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.
Nazara – EA Deal: In July 2010, Nazara had inked a similar tie-up with Electronic Arts for India, Sri Lanka & Bangladesh regions, giving Nazara the rights to distribute EA Mobile catalog to carriers, third party channels, aggregators, retail channels and local OEMs in these three countries. It had also claimed to have a 40% marketshare in India, serving 200,000 game downloads a day. Among the titles offered in this deal included popular titles like Tetris, Bejeweled, The Sims, Need For Speed, Monopoly, Yahtzee, Madden NFL Football, FIFA Soccer and NASCAR.
In India, Nazara has partnerships with Airtel, Spice, Idea, Vodafone, BPL, Tata Indicom, Reliance Communications and Spice Digital. 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. These games 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 had launched its social gaming destination – GCity.in and had tied up with mobile social network Mig33 for launching these games. It had also partnered with RCOM (GSM only) and Airtel to offer Archie comic strips on mobile phones. Prior to that, it had partnered with RCOM to launch comics of Ben 10, Johnny Bravo, Dexter’s Laboratory and the Powerpuff Girls on mobile phones. It had also tied up with the New York based mobile social community Cellufun, to provide Cellfun’s content on different platforms across all operators decks.
*Disclosure: Nazara Technologies is an advertiser with MediaNama