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.