Deal will be launched in the UK first with O2 customer given three months of EA title downloads
Telefónica and gaming giant Electronics Arts Inc (EA) have reached a deal for the operator to provide its customers with special access to a range of mobile gaming titles.
The deal gives Telefónica the ability to create promotions around titles such as The Sims, FIFA and MONOPOLY.
It will be launched in the UK through O2 first in the coming months where customers will be given three months free access to EA titles after their first download.
Telefónica Digital chairman and CEO Matthew Key (pictured) said the relationship with EA put the operator at the “epicentre” of mobile gaming.
“Games account for the highest percentage of downloaded apps and is the largest paid mobile content market today,” Key said.
“By making a differentiated play in this most emotive and immersive entertainment medium we are fostering a much deeper connection with our customers – another significant step in becoming a true aggregator of experiences.”
EA Mobile senior vice President, global social and mobile publishing Bernard Kim added that the Telefónica agreement gave it more access to target audiences.
“We know that at least a quarter of mobile users in Europe are playing games on their phones. 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.”