Nazara Extends Games Distribution Partnership With EA To The Middle East

16 Apr, 2012

Mobile entertainment company Nazara Technologies Pvt Ltd has entered into a partnership with gaming giant Electronic Arts (EA) to bring the EA mobile catalog of game titles to mobile phone users in the Middle East. According to the agreement, Nazara will have exclusive rights to distribute the EA Mobile catalog on all carriers, third party channels, aggregators and retail channels in the Middle East. The company had earlier entered a similar partnership with EA for India, Sri Lanka and Bangladesh.

Games like Need For Speed- The Run and EA SPORTS FIFA 12 will be made available to consumers on both JAVA and Android platforms at launch.

"We have experienced success working with Nazara in India and look forward to growing the mobile game business in the Middle East. We know there is a demand for high quality games in this region and are excited to bring them our catalogue of consumer favourite brands," said Catalina Lou, senior director, sales and marketing for Europe and Latin America at EA Mobile.

If you are wondering why would one of the world's biggest game developers tie-up with an Indian firm to sell in the Middle-East, here's the deal.

Nazara Technologies exclusively manages mobile gaming solutions for mobile operators in the Middle East such as Saudi Telecom Company (STC), VIVA Bahrain and du (EITC), among others through its Dubai-based wholly owned arm Nazara Technologies FZ LLC, a fully owned (100 per cent) subsidiary of Nazara Technologies Pvt Ltd.

In addition to developing mobile games, Nazara operates services such as 'Games Club' and serves as an exclusive distributor for game developers such as EA. The company's customers include mobile carriers as well as handset manufacturers and it owns Playcaso- an iOS and Android developer/publisher brand, NZLabs- a work-for-hire apps studio and GCity- a social gaming platform.

The company primarily generates revenues by selling mobile games to end consumers; these are sold for an average price of Rs 50 but the company also sells day passes (for example for Rs 3/per day). The company also gets revenues from adver-gaming, where the games are given away free but ads are embedded into it.

Earlier, the company had entered into a partnership with Micromax, an Indian mobile handset company to insert 40 EA game titles on a few of its mobile handsets.