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EA Mobile, a unit of Electronic Arts, is engaged in an expansion strategy. Earlier this year it acquired JAMDAT, one of the best-known names in mobile games. 
Now the company hopes to repeat the success of its premium U.S. games (including Tiger Woods PGA Tour 2006 and The Sims 2) by making similar offerings available in Europe.
Through its new JAMDAT holdings, EA Mobile has established a close relationship with Forum Nokia PRO. In addition to providing prototypes of the latest Nokia handsets, Forum Nokia PRO has also provided JAMDAT with marketing opportunities, demonstrating JAMDAT titles at the S60 stand at the 3GSM World Congress 2006 and preloading them on some phones.
Lincoln Wallen, the CTO at EA Mobile, views S60 3rd Edition as a multimedia powerhouse. “We see 3D graphics not as a technology, but as an enticement to the mass market,” he says. “Consumers want a game that provides great fun, but they also want characters to look and behave like characters in a lifelike situation.” From his perspective, S60 3rd Edition presents a media-centric package that can support the message of premium-content channels. “It’s a message to the consumer,” Wallen says. “If you like media, then use these devices to get media.”
Looking ahead, it is clear that EA Mobile intends to exploit premium content channels set up by major European operators and that we will have many more great game titles in the near future.
About The Author
Dusan Belic
Dusan has been using smartphones since their introduction and is now following the latest trends in the industry. The "convergence" is what he's most excited about, and writing about it is the next logical thing to do. He thinks that using a smartphone is what everyone who cares about their time should do. In addition to his interests in mobile phones, Dusan also loves to experiment with the latest web and mobile 2.0 services. The idea of accessing and managing your information from any device no matter where you are simply amazes him. Whether it's an online to-do list, note taking service or a video sharing social network, he's there to try it out. He admits though, he's still searching for the ultimate web-based organizational tool, which "sings" perfectly with the mobile PIM application. Dusan used to run SymbianWatch.com which later became part of IntoMobile. He lives in Serbia, South-East Europe, from where he edits the site on a daily basis.
