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Electronic Arts Unveils Mobile Gaming Initiative 04.09.04 (BBCNews24) close X Running Time Approximately: 1.5 minutes Playlist Order: [N/A] Electronic Arts Unveils Mobile Gaming Initiative Interactive entertainment software company Electronic Arts has extended an existing partnership with Digital Bridges to further the advancement of mobile gaming. The agreement calls for EA to use Digital Bridges' mobile-specific development expertise, connectivity technology and multichannel distribution network to increase the sales and exposure of EA titles in the mobile gaming sector. "Consumers around the world are increasingly moving to interactive entertainment, and while we create and produce games for the mobile platform, the expertise of Digital Bridges will help us bring new opportunities for game players to join the trend with the familiar, user-friendly format of the mobile phone," EA Managing Director Gerhard Florin said during a keynote speech in London this week. In terms of games, EA has committed to building on the success of its franchise titles, such as FIFA Football and Tiger Woods PGA Tour, to create games for wireless. Development of these titles will get under way this year. Florin said mobile gaming is still evolving, and the company 'looks forward to being a part of this evolution.' EA has invested in Nokia's N-Gage, Sony PSP and Nintendo DS, and believes its deal with Digital Bridges is the next logical step. The licensing agreement covers distribution in Europe, Asia, North America and South America.

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