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Telefonica announces major mobile content play with EA
[April 18, 2012]

Telefonica announces major mobile content play with EA

(ENP Newswire Via Acquire Media NewsEdge) ENP Newswire - 18 April 2012 Release date- 17042012 - Telefonica Digital today unveiled its latest play in its global gaming strategy by entering a strategic relationship with EA Mobile, a division of Electronic Arts Inc. (Nasdaq: EA), which will allow customers to access its world leading games on their mobiles.

The service will be available first through O2 in the UK followed by other Telefonica markets.

The deal will give Telefonica's operating businesses the ability to create innovative gaming promotions using titles from the EA catalogue of consumer favourite brands such as The Sims, FIFA or MONOPOLY. The objective is to make it easy for customers to find the games that they are familiar with and to drive the uptake of mobile gaming, particularly amongst feature phone users.

In the UK, O2 will offer its customers three months of free access to all EA Mobile games following their first download. It is then examining a number of potential promotions or special 'gaming subscription' services to offer customers.

'Our relationship with EA Mobile puts us as the epicentre of mobile gaming - which accounts for the highest percentage of downloaded Apps and is the largest paid mobile content market today,' said Matthew Key, Chairman & CEO of Telefonica Digital. 'By making a differentiated play in this most emotive and immersive entertainment medium we are fostering a much deeper connection with our customers - another significant step in becoming a true aggregator of experiences.' Bernard Kim, Senior Vice President, Global Social and Mobile Publishing said: 'Our mission is to deliver games that consumers love - anywhere, anytime, and on any platform they want to play. We know that at least a quarter of mobile users in Europe are playing games on their phones. Our relationship with Telefonica helps more people discover our games, and removes barriers for subscribers to enjoy an entire library of our most beloved titles.' Industry analyst IHS Screen Digest predicts continued impressive growth in the mobile games business. Fuelled by rapid expansion in 3G adoption, smartphone and tablet gaming, the global mobile games market will be worth almost GBP8bn (EUR9bn) by 2015, almost double the GBP4.3bn expected in 2011.

Jack Kent, Mobile Media Analyst at IHS Screen Digest, said: 'Mobile games have been driving the wider mobile applications business, with games the largest content category on all leading application stores. As the mass appeal of mobile games increases, consumers are embracing new forms of content and business models, with free games monetised by micro-transactions - such as in-app purchases - driving growth.' Telefonica Digital has not only underlined its commitment to O2 customers by offering the best gaming experience - through a combination of exclusive promotions and unbeatable value subscription services - but also opened significant new revenue growth opportunities through in-game advertising and media partnerships.

Notes to Editors: About Telefonica Digital Telefonica Digital is a global business division of Telefonica. Its mission is to seize the opportunities within the digital world and deliver new growth for Telefonica through research & development, venture capital, global partnerships and digital services such as cloud computing, mobile advertising, M2M and eHealth. Telefonica Digital will deliver these innovative products and services to Telefonica's 300 million customers as well as leveraging the power of the internet to enter new markets. It is headquartered in London with regional centres in Silicon Valley, Sao Paolo, Spain and Tel Aviv. Jajah, Terra, Tuenti, Media Networks Latin America, giffgaff and 48 are all part of the Telefonica Digital group of companies.

About EA Mobile EA Mobile is the world's leading wireless entertainment publisher with award-winning games such as Tetris, Bejeweled, The Sims, and Need For Speed. The EA Mobile portfolio also includes casual games based on the company's alliance with Hasbro, Inc. including MONOPOLY, YAHTZEE and SCRABBLE (in the U.S. and Canada) as well as sports blockbusters from the EA SPORTS brand, including Madden NFL Football and FIFA Soccer . EA Mobile develops games for multiple mobile platforms including mobile phones, smartphones, the iPhone, iPad and iPod touch. For more information about EA Mobile, please visit

About Electronic Arts Electronic Arts (NASDAQ:EA) is a global leader in digital interactive entertainment. The Company's game franchises are offered as both packaged goods products and online services delivered through Internet-connected consoles, personal computers, mobile phones and tablets. EA has more than 100 million registered players and operates in 75 countries.

In fiscal 2011, EA posted GAAP net revenue of $3.6 billion. Headquartered in Redwood City, California, EA is recognized for critically acclaimed, high-quality blockbuster franchises such as The Sims, Madden NFL, FIFA Soccer, Need for Speed, Battlefield, and Mass Effect. More information about EA is available at

Telefonica UK Limited is a leading communications company for consumers and businesses in the UK, with 23 million mobile, fixed line and broadband customers as at 31 December 2011.

Telefonica UK Limited is part of Telefonica Europe plc, a business division of Telefonica S.A. which uses O2 as its commercial brand in the UK, Ireland, Slovakia, Germany and the Czech Republic, and has 58.1 million customers across these markets.

Telefonica UK employs around 11,000 people in the UK and has 450 retail stores.

O2 is the naming rights partner of The O2, the world-class entertainment venue. * O2's UK 2G mobile network provides voice and data services which are available to 99% of the UK's population.

O2's UK 3G (HSPA+ 900 / 2100 MHz) network currently provides voice and high speed data services to over 84% of the UK population at speeds of up to 14.4Mbp and 21Mbps in major cities.

O2 was the first UK operator to deploy a 4G/LTE trial network which has demonstrated peak speeds of over 100Mbps to a mobile device.

Telefonica Europe also owns 50% of Tesco Mobile, which operates in the UK and Ireland, and 50% of Tchibo Mobilfunk in Germany.

For more information contact: Nick Wilkins Telefonica Digital t:0771 2020937 e: [Editorial queries for this story should be sent to] ((Comments on this story may be sent to (c) 2012 Electronic News Publishing -

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