08:47 am - Thursday 27 April 2017

After Middle East, Nazara Technologies and Electronic Arts partnership extends to Africa

By Parvina Purkayastha - Wed Nov 07, 4:23 pm

Mobile games company Nazara technologies has partnered with Electronic Arts (EA) to extend its collaboration to African continent.

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. These games will be distributed through its mobile gaming platform ‘N Play’ 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.

Nazara has a similar mobile game subscription service called Games Club. 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.

In early 2012, Nazara had 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.

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.

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Nazara Technologies and Electronic Arts expand relationship to distribute games in the Middle East

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